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How social influence and personality affect users’ social network fatigue and discontinuance behavior

How social influence and personality affect users’ social network fatigue and discontinuance... The purpose of this paper is to focus on understanding how social influence and personality of individuals differentiate between users’ social network fatigue and discontinuance behavior. Furthermore, the most common discontinuance behavior among users was investigated.Design/methodology/approachThe research model was tested with the data from 163 Instagram users based on online and offline surveys. The partial least squares method was used to test the proposed hypotheses of this study.FindingsThe results indicate that social influence affects users’ discontinuance behavior and social network fatigue. Social network fatigue is greater in users with higher reported social influence compared to those with a lower one. Moreover, in response to social network fatigue, users prefer to keep their activities under control instead of switching to alternative social network sites (SNSs) or a short break in social network activities.Practical implicationsBy achieving a better understanding of users’ feeling and behaviors, social network providers may codify their strategies more efficiently.Originality/valueThe study is novel in exploring users’ SNS fatigue and their discontinuance behavior by integrating social influence and personality. The authors defined a new concept of effect of social influence on social network fatigue. Additionally, the authors examined which discontinuance behaviors in individuals were more prevalent. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Aslib Journal of Information Management Emerald Publishing

How social influence and personality affect users’ social network fatigue and discontinuance behavior

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References (100)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2050-3806
DOI
10.1108/ajim-11-2017-0263
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to focus on understanding how social influence and personality of individuals differentiate between users’ social network fatigue and discontinuance behavior. Furthermore, the most common discontinuance behavior among users was investigated.Design/methodology/approachThe research model was tested with the data from 163 Instagram users based on online and offline surveys. The partial least squares method was used to test the proposed hypotheses of this study.FindingsThe results indicate that social influence affects users’ discontinuance behavior and social network fatigue. Social network fatigue is greater in users with higher reported social influence compared to those with a lower one. Moreover, in response to social network fatigue, users prefer to keep their activities under control instead of switching to alternative social network sites (SNSs) or a short break in social network activities.Practical implicationsBy achieving a better understanding of users’ feeling and behaviors, social network providers may codify their strategies more efficiently.Originality/valueThe study is novel in exploring users’ SNS fatigue and their discontinuance behavior by integrating social influence and personality. The authors defined a new concept of effect of social influence on social network fatigue. Additionally, the authors examined which discontinuance behaviors in individuals were more prevalent.

Journal

Aslib Journal of Information Management – Emerald Publishing

Published: Aug 28, 2018

Keywords: Personality; Social influence; SNS fatigue; Overload; Discontinuance behaviour; User’s feeling

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