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Drivers of social media disengagement: a study of young consumers in Vietnam

Long Thang Van Nguyen (School of Communication & Design, RMIT International University, Ho Chi Minh City, Vietnam)
Rajkishore Nayak (School of Communication & Design, RMIT International University, Ho Chi Minh City, Vietnam)
Jerry Watkins (School of Communication & Design, RMIT International University, Ho Chi Minh City, Vietnam)
Phuong Ngoc Duy Nguyen (International University, Vietnam National University Ho Chi Minh City, Ho Chi Minh City, Vietnam)

Young Consumers

ISSN: 1747-3616

Article publication date: 8 October 2019

Issue publication date: 13 May 2020

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Abstract

Purpose

This paper aims to identify and discuss selected reasons for social media disengagement (SMD). Drawing upon two-factor theory, it is argued that the determinants of consumer disengagement may be different from those that enable consumer engagement. Accordingly, extrinsic factors of social media experiences (SMEs), subjective norms (SN), perceived anonymity (PA) and perceived credibility (PC) trigger previously engaged consumers to terminate their interactions with the brand on social media.

Design/methodology/approach

A quantitative survey targeting young members from one of the largest social media communities in Vietnam was used in 2018. A total of 387 completed questionnaires were used for data analysis using covariance-based structural equation modeling.

Findings

Results reveal that PC is the main driver of SMD. Moreover, PA, SME and SN are indirectly related to SMD via PC.

Practical implications

The study provides some strategic recommendations for brand managers to re-design user interaction with social media brand pages to improve consumer retention and minimize consumer disengagement.

Originality/value

While consumer engagement with social media has received much attention from practitioners and academics, a research gap exists around the “dark side” of consumer engagement in which consumers can disengage from their relationship with brand on social media. This disengagement can lead ultimately to the termination of the relationship between the consumer and the brand. This research contributes to marketing literature by providing empirical evidence for relevant constructs driving consumer disengagement from the brand’s social media pages.

Keywords

Citation

Nguyen, L.T.V., Nayak, R., Watkins, J. and Nguyen, P.N.D. (2020), "Drivers of social media disengagement: a study of young consumers in Vietnam", Young Consumers, Vol. 21 No. 2, pp. 155-170. https://doi.org/10.1108/YC-01-2019-0938

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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