Investigating continuance intention to follow a brand micro-blog : Perceived value and social identification

A sound follower base is a prerequisite for the survival of a brand micro-blog. Thus, determining how to enhance followers’ continuance intentions to follow is critical. We integrated the value-based adoption mode and social identity theory to test a conceptual model. The proposed model identified three sets of blog utilities (information, social, and service) affecting followers’ continuance intention through perceived value and brand micro-blog identification. Using a Chinese sample drawn from the Sina micro-blog, we sought to clarify why followers continue to follow a brand micro-blog. The concluding section discusses our findings in terms of implications for theory and practice.