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Keywords: Discontinuance decision
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (7): 1443–1475.
Published: 25 March 2025
... range from reduced use of social networks or intermittent discontinuance behaviour (Fen, 2025 ; Zhang et al., 2024) to total abandonment (Fu et al., 2020). However, brands’ discontinuance decision in social networks remains an unexplored marketing topic and there is little evidence...
