An empirical study of brand microblog users’ unfollowing motivations: The perspective of push-pull-mooring model

Brand microblogs (BMs) have been increasingly utilized by companies to facilitate communication and foster deeper relationships with their customers. In addition to attracting new followers, retaining existing followers is equally, if not more, important to the success of BM operators. Drawing upon the migration theory, this study develops a push-pull-mooring (PPM) model of BM unfollowing motivations to enhance our understanding of the...