Exploring the causes to unfollow social media influencers: A qualitative study.
To remain attractive for firms, social media influencers have to maintain and expand their followers base. However, it has been shown that they lose approximately 7.8% of their followers annually. This highlights the critical importance of understanding the reasons behind unfollowing. Despite the ex...
| Publicado en: | Journal of Human Behavior in the Social Environment Vol. 35; no. 3; pp. 347 - 366 |
|---|---|
| Autores principales: | , , |
| Formato: | Artículo |
| Publicado: |
Taylor & Francis Ltd
Apr2025
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=183371806&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 183371806 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 10911359 3XW jtl: Journal of Human Behavior in the Social Environment issn: 10911359 maglogo: N pubinfo: dt: Apr2025 vid: 35 iid: 3 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 183371806 10.1080/10911359.2023.2300628 ppf: 347 ppct: 19 formats: fmt: – @attributes: type: T – @attributes: type: P size: 2.5MB tig: atl: Exploring the causes to unfollow social media influencers: A qualitative study. aug: au: Ayari, Salma Oueslati, Khouloud Ben Yahia, Imène affil: Marketing, E.S.C, La Manouba University, Tunisia su: Social media Lifestyles Qualitative research Consumer attitudes Human beings Interviewing Content analysis Descriptive statistics Marketing Misinformation Thematic analysis Ethics Research methodology Practical politics Psychosocial factors Celebrities Tunisia sug: subj: Tunisia Social media Lifestyles Qualitative research Consumer attitudes Human beings Interviewing Content analysis Descriptive statistics Marketing Misinformation Thematic analysis Ethics Research methodology Practical politics Psychosocial factors Celebrities keyword: Bibliometrix Digital marketing social media influencers unfollowing ab: To remain attractive for firms, social media influencers have to maintain and expand their followers base. However, it has been shown that they lose approximately 7.8% of their followers annually. This highlights the critical importance of understanding the reasons behind unfollowing. Despite the extensive exploration of various aspects of social media, there has been limited focus on users unfollowing social media influencers. To address this gap, this study explores the reasons behind unfollowing influencers on social media. After conducting a literature review using bibliometric analysis, the paper presents findings derived from 40 in-depth interviews with Tunisian social media users. The results shed light on two primary categories of reasons for unfollowing: those related to content and those related to the influencer. The paper offers valuable insights for both practitioners and academic scholars. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Journal of Human Behavior in the Social Environment is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Journal of Human Behavior in the Social Environment holder: Taylor & Francis Ltd dt: @attributes: year: 2025 holdings: @attributes: islocal: N |
|---|