Tang, Z., Chen, L., and Gillenson, M. L. (2018) Abstract

As companies recognize the effectiveness of social media as a marketing channel, firms are leveraging brand fan pages (BFPs) to foster deeper relationships with their customers. While most extant studies focus on the motivations behind customers' participation in BFPs, only little is known about the discontinuance behaviors of BFP followers. This study identifies a comprehensive inventory of BFP followers' unfollowing motivations. By conducting a mixed-method study, the study develops and empirically validates a five-factor scale that measures BFP followers' discontinuance motivations. The impact of the motivations on BFP users' unfollowing intention is also examined. Theoretical and practical implications are subsequently discussed.