User’s Discontinuation Intention towards Social Networking Sites

Abstract

Social media is the new trendsetter amongst youths around the world and social networking sites are the recent customer interaction hubs. Companies around the world are designing their advertisement campaigns around these social media clutters and often reap fruitful results. The study investigates the significant factors that cause users to discontinue using social media platforms. Social Networking Sites (SNS) have changed the communication frameworks; alongside its constructive outcomes, excessive use of SNS brings some harsh results as well. The present study examines the unfavorable effect of SNS utilization. It centers around social over-burden, data over-burden, technology over burden and finally SNS exhaustion resultants of excessive use, causing disappointment and finally, impacting the user’s continuation intention.