Exploring the drivers of brand fan page follower discontinuance intention
An adaptation of the Furneaux and Wade's framework
Bibliographic Data
| ID | 21596012 |
|---|---|
| Authors | Zhenya Tang (0000-0002-7612-9631, Mississippi State University), Leida Chen (California Polytechnic State University) |
| Year | 2020 |
| Volume | 33 |
| Issue | 5 |
| Pages | 1381-1401 |
| Publication date | 2020-10-03 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Information Technology and People (JOURNAL) |
| Journal identifiers | ISSN: 0959-3845 • E-ISSN: 1758-5813 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/itp-02-2019-0096 |
| OpenAlex | W3037031726 |
| Language | EN |
| Citations received | 6 |
| References cited | 74 |
Purpose Many companies have now built brand fan pages (BFPs) on social media platforms to connect with their existing and potential customers. Nevertheless, the inability to retain existing followers would severely threaten the survival of BFPs and the effectiveness of a company's social media strategies. Drawing upon Furneaux and Wade's discontinuance framework, our study develops a research model to understand the BFP user's intention to discontinue following a BFP. Design/methodology/approach An empirical study was conducted through an online survey of Chinese social media users. The proposed model was tested by analyzing the collected data using the partial least squares structural equation modeling (PLS-SEM) approach. Findings The results reveal that dissatisfaction with information quality, unfollowing costs, trust and alternative attractiveness affect the individual's intention to unfollow a BFP. Notably, unfollowing costs is the most powerful factor to predict followers' propensity to discontinue. Originality/value Our study contributes to the understanding of the discontinuance of information systems. Theoretical implications for future social commerce research as well as practical suggestions for BFP operators are also discussed
Advertising · Attractiveness · Business · Empirical research · Information quality · Information system · Originality · Social media · Structural equation modeling · World Wide Web · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Engineering · Mathematics · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing
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| Citations per year | 2 |
|---|---|
| Citation span | 2023 - 2025 (3) |
| Highly cited | No |