Understanding brand fan page followers' discontinuance motivations : a mixed-method study
Year of publication: |
2019
|
---|---|
Authors: | Tang, Zhenya ; Chen, Leida ; Gillenson, Mark L. |
Published in: |
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group. - Amsterdam : Elsevier, ISSN 0378-7206, ZDB-ID 432134-0. - Vol. 56.2019, 1, p. 94-108
|
Subject: | Brand fan page | Discontinuance | Followers | Social commerce | Unfollowing intention | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Social Web | Social web | Beziehungsmarketing | Relationship marketing |
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