Exploring the drivers of brand fan page follower discontinuance intention: an adaptation of the Furneaux and Wade's framework
Abstract
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...
Paper Details
Title
Exploring the drivers of brand fan page follower discontinuance intention: an adaptation of the Furneaux and Wade's framework
Published Date
Jun 24, 2020
Volume
33
Issue
5
Pages
1381 - 1401
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