An empirical study of brand microblog users’ unfollowing motivations: The perspective of push-pull-mooring model

作者：

Highlights：

• Dissatisfaction with information quality shows a positive influence on unfollowing intention.

• Person brand unfit positive influence BM unfollowing intention.

• Alternative attractiveness is found to influence unfollowing intention significantly.

• Perceived unfollowing costs, is found to influence BM unfollowing intention negatively.

摘要

•Dissatisfaction with information quality shows a positive influence on unfollowing intention.•Person brand unfit positive influence BM unfollowing intention.•Alternative attractiveness is found to influence unfollowing intention significantly.•Perceived unfollowing costs, is found to influence BM unfollowing intention negatively.

论文关键词：Brand microblogs,Push-pull-mooring model,Unfollowing,Discontinuance,Social media

论文评审过程：Received 1 February 2019, Revised 3 January 2020, Accepted 3 January 2020, Available online 17 January 2020, Version of Record 12 March 2020.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102066