Social break up: why consumers hide and unlike brands on Facebook

On social networking sites (SNSs), consumers often engage in break-up behaviours (i.e., 'hiding' brand posts and 'unliking' brand pages). These behaviours are the consumer's direct expression that he or she no longer wants to see brand posts or wants to end the relationship and the association with the brand. This study examines what drives consumers to hide brand posts and unlike brand pages on Facebook by reviewing the literature on...