TY - JOUR
T1 - Social break up
T2 - Why consumers hide and unlike brands on Facebook
AU - Kwon, Eun Sook
AU - Kim, Eunice
AU - Chung, Yoo Jin
N1 - Funding Information:
This work was supported by the Ewha Womans University Research Grant of 2018.
Publisher Copyright:
Copyright © 2020 Inderscience Enterprises Ltd.
PY - 2020
Y1 - 2020
N2 - On social networking sites (SNSs), consumers often engage in break-up behaviours (i.e., 'hiding' brand posts and 'unliking' brand pages). These behaviours are the consumer's direct expression that he or she no longer wants to see brand posts or wants to end the relationship and the association with the brand. This study examines what drives consumers to hide brand posts and unlike brand pages on Facebook by reviewing the literature on advertising avoidance, consumer-brand relationship, and studies on SNSs as a means for self-expression (i.e., perceived information overload, attitude toward social media marketing, perceived brand detachment, and self- and social-identity expressiveness). Analysing responses from 354 research participants using Amazon Mechanical Turk who have ever liked a commercial brand, this study found that the intention to hide brand posts was strongly associated with the intention to unlike brand pages, and variables such as perceived information overload, attitude toward social media marketing, and perceived brand detachment significantly influenced consumers' break-up behaviours. Social-identity expressiveness only predicted the intention to unlike brands. Implications of the study's findings are discussed.
AB - On social networking sites (SNSs), consumers often engage in break-up behaviours (i.e., 'hiding' brand posts and 'unliking' brand pages). These behaviours are the consumer's direct expression that he or she no longer wants to see brand posts or wants to end the relationship and the association with the brand. This study examines what drives consumers to hide brand posts and unlike brand pages on Facebook by reviewing the literature on advertising avoidance, consumer-brand relationship, and studies on SNSs as a means for self-expression (i.e., perceived information overload, attitude toward social media marketing, perceived brand detachment, and self- and social-identity expressiveness). Analysing responses from 354 research participants using Amazon Mechanical Turk who have ever liked a commercial brand, this study found that the intention to hide brand posts was strongly associated with the intention to unlike brand pages, and variables such as perceived information overload, attitude toward social media marketing, and perceived brand detachment significantly influenced consumers' break-up behaviours. Social-identity expressiveness only predicted the intention to unlike brands. Implications of the study's findings are discussed.
KW - Advertising avoidance
KW - Attitude toward social media marketing
KW - Identity expression
KW - Perceived brand detachment
KW - Perceived information overload
UR - http://www.scopus.com/inward/record.url?scp=85091425809&partnerID=8YFLogxK
U2 - 10.1504/IJIMA.2020.108720
DO - 10.1504/IJIMA.2020.108720
M3 - Article
AN - SCOPUS:85091425809
SN - 1477-5212
VL - 14
SP - 299
EP - 317
JO - International Journal of Internet Marketing and Advertising
JF - International Journal of Internet Marketing and Advertising
IS - 3
ER -