Nguyen, Long Thang Van; Nayak, Rajkishore; Watkins, Jerry; … - In: Young Consumers 21 (2019) 2, pp. 155-170
Purpose: This paper aims to identify and discuss selected reasons for social media disengagement (SMD). Drawing upon two-factor theory, it is argued that the determinants of consumer disengagement may be different from those that enable consumer engagement. Accordingly, extrinsic factors of...