Why consumers hide and unlike brands on Facebook

brand companies
Credit: CC0 Public Domain

Back in the day, if you liked a brand, you bought and used its products, perhaps mentioning or even recommending to friends and family. Today, the ubiquity of social media means that consumers have so many additional, albeit online, ways in which to "interact" and "engage" with a brand beyond simply using the product. One might post photos of the brand in action on a personal blog, photo or video site, such as Instagram or Youtube, one might offer updates and critique on platforms like Twitter, and, of course, there is the possibility of endless opportunities for liking, following, and commenting with and about a brand on Facebook.

Now, researchers from Korea and the U.S. writing in the International Journal of Internet Marketing and Advertising, discuss why some consumers ultimately disengage with some brands they once showed allegiance to on Facebook. They discuss the notion of advertising avoidance and one's shift in the consumer-brand relationship not only in the context of hiding content that is no longer wanted but also as a means of direct self-expression.

A former brand fan that friends and family knew "liked" a brand summarily "unliking" it may be seen as a change in attitude or personal identity. Of course, the rationale may be perceived , attitude towards social media marketing in general, but there is a certain element that pushes the brand detachment as social-identity expression, the team suggests.


Explore further

Consumer-created social media visuals capture consumer brand perceptions

More information: Eun Sook Kwon et al. Social break up: why consumers hide and unlike brands on Facebook, International Journal of Internet Marketing and Advertising (2020). DOI: 10.1504/IJIMA.2020.108720
Provided by Inderscience
Citation: Why consumers hide and unlike brands on Facebook (2020, August 4) retrieved 1 December 2020 from https://phys.org/news/2020-08-consumers-brands-facebook.html
This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only.
1 shares

Feedback to editors

User comments