Understanding social network discontinuance through the lens of turnover theory

Users have reduced their time using Social Network Sites (SNS) or have abandoned them. Previous literature considers discontinuance a means of coping with a stressful situation. In contrast, this study proposes that it is immersed in a complex system of social interrelationships and competing platforms. Based on the Turnover Theory, the study explores: 1) SNS embeddedness, the force exerted by the strong network of relationships; 2) perceived SNS alternatives, the force derived from the competitive market; and 3) dissatisfaction. Data were collected from 369 Facebook users. The proposed model is fully supported. The results show that SNS embeddedness may be a significant inhibitor to avoiding abandonment, and perception of alternatives and dissatisfaction can push people to abandon the SNS. This study introduces the role of digital social links to retain users and the function of the market (represented by perceived alternatives) to encourage discontinuance. This richer spectrum of variables can help managers develop innovative strategies to avoid abandonment.