Abstract
Social media has become an essential forum for young adults to engage with each other by exchanging informative, engaging, and entertaining content. Some mobile social media applications are consistently popular among individuals, while some get abandoned after the initial usage. The behavior of early discontinuance is formerly known as regressive discontinuance. This qualitative study explores the experiences of social media users behind the regressive discontinuance of a mobile social media application. We have utilized the grounded theory approach in this exploratory study which has led us to explain the short-term usage experience of an individual using stimulus, organism, and response theory. This qualitative study proposes the conceptual model and tentative hypotheses to be tested in future work. The findings of this study can be of great importance while creating or maintaining a mobile social media application. If not paid heed to, the criticism of such applications can eventually lead to the abrupt discontinuation of the application.
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Gandhi, M., Kar, A.K., Ilavarasan, P.V. (2022). The Experiential View of Regressive Discontinuance. In: Papagiannidis, S., Alamanos, E., Gupta, S., Dwivedi, Y.K., Mäntymäki, M., Pappas, I.O. (eds) The Role of Digital Technologies in Shaping the Post-Pandemic World. I3E 2022. Lecture Notes in Computer Science, vol 13454. Springer, Cham. https://doi.org/10.1007/978-3-031-15342-6_23
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DOI: https://doi.org/10.1007/978-3-031-15342-6_23
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