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To get a complete picture of the consumer-brand relationship, we need to explore the relationship from beginning to end - from the initial spark and the honeymoon period through "The Social Break-Up."

In this report, we explore consumers' motivations and actions as they disengage with brands through email, Facebook and Twitter:

  • Why consumers cut off brand relationships
  • How they go about terminating the relationship
  • The impact of this "social break-up" on consumers' intent to continue doing business with a particular brand

By looking at why people choose to disengage with brands, we gain valuable insight to what drives engagement through the most popular one-to-one channels

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