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Understanding the Drivers of Social Media Corrective Behaviours: a User-Platform Interaction Approach
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Orientador(es)
Resumo(s)
The possibility of user decline and the quitting of once very popular social media platforms is
something very concerning to social media providers who rely on their users to maintain
relevance. Parallelly, the dark side of social media and its negative effects are also very
alarming for many users who might adopt social media corrective behaviours in order to
achieve a healthier relationship with the platforms. In this study, we seek to understand
whether there is any association between user-platform interaction and the adoption of these
behaviours. To do so, the stressor-strain-outcome framework is used to study the association
between forms of user-platform interaction and the feeling of dependency, disinterest and
feedback relevance. In turn these are then faced with the adoption of social media corrective
behaviours. Furthermore, we study how sociodemographic characteristics might influence
these associations. The study reveals that some forms of user-platform interaction such as
Screen Time, Inter-Post Time, Number of Followers, Number of Likes Given to Posts, Number
of Visualisations and Activity Control Features are significantly associated with the adoption
of Social Media Corrective Behaviours. This leads us to believe that social media platforms can
identify use patterns, from an early stage, in an attempt at reducing the possibility of adoption
of social media corrective behaviours.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Business Analytics
Palavras-chave
Social Media Corrective Behaviours Dependence Disinterest Feedback Relevance User-Platform Interaction Social Media Platform SDG 3 - Good health and well-being