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

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)1428-1441
Journal / PublicationInformation Development
Issue number5
Publication statusPublished - 1 Nov 2016


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.

Research Area(s)

  • brand micro-blogs, continual intention to follow, perceived value, social identification