Discontinued Use of Social Media: Dichotomy of Rational & Emotional Choices (2021-2024)

This project aims to gain a better understanding of discontinued use of social media. For businesses and governments, social media serves as a dynamic channel for engagement, value co-creation, and business analytics marketing that is lost when users choose to discontinue its use. This project will generate new knowledge of rational and emotional decision criteria, enabling design features of social media, and their complex effects on discontinued use of social media. The expected outcome of this project is an integrated theory of social media discontinuance. The project findings provide significant benefits, such as strategic capabilities and actionable knowledge for businesses and governments to mitigate social media discontinued use.