Predicting abandonment of brand social media accounts

Abstract

Purpose

The purpose of this study is to describe online factors that predict abandonment of social media accounts.

Design/methodology/approach

This study conducts an analysis of 3,380 Twitter corporate brand accounts belonging to Interbrand's top 100 global brands to determine if brand posting behavior and network position predicts the length of time accounts survive.

Findings

Results found that both posting volume and consistency as well as network position were significant predictors of account survival time yet surprisingly, the number of account followers was not. Brand social media accounts were often not formally closed or protected but allowed to fall inactive.

Originality/value

Despite the existence of a healthy body of research on why individuals quit social media, there is little research on how brands' abandon their social media accounts or the factors that predict abandonment. This study identifies indicators for at-risk accounts and provides guidance regarding best practices when abandoning accounts.

Citation

Sanders, W.S. and Freberg, K. (2020), "Predicting abandonment of brand social media accounts", Corporate Communications: An International Journal, Vol. 25 No. 2, pp. 157-170. https://doi.org/10.1108/CCIJ-12-2018-0131