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Publicação
Beyond the Scroll: A SOBC based investigation of social media stimuli, user strains and reduction intentions
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| 1.3 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Social media is becoming a new element in daily life with increased pervasiveness. Globally, it is understood that it contains a lot of psychological and well-being negative sides, with a trend of users wanting to disconnect with the goal of having a better lifestyle. Despite extensive research on social media usage, existing studies remain fragmented and primarily focus on isolated outcomes, lacking an integrative perspective that explains how platform-driven stimuli influence psychological states and motivate users to reduce their engagement. The goal of this research is to understand which social media stimuli have the greatest impact on users’ psychological states and how these states contribute to the motivation to reduce or disconnect from social media. The study used a mixed-methods approach, combining an exploratory qualitative phase based on semi-structured interviews (n = 14) with a subsequent quantitative analysis (n = 279), in which Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to develop and empirically test the proposed research model. The findings reveal that social media stimuli shape users’ psychological states, which in turn negatively affect their overall well-being and trigger self-regulatory responses aimed at reducing platform use. This process is further influenced by users’ levels of social media addiction, which can amplify or attenuate how some stimuli are perceived and experienced. The study demonstrates that the challenges associated with social media are not solely related to usage intensity but are strongly driven by platform-specific stimuli, highlighting the need for more responsible design practices that promote user well-being.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social Media Social Media Addiction Digital Well-Being Algorithmic personalization Privacy Concerns Intentions to disconnect Digital Detox