Given the massive degree of penetration of Social Networking Sites (SNS) on a global scale, all kinds of organizations, libraries included, have seen in social networks a first-class opportunity to promote their products and services. Opposite to opening new ways of communication, the use of SNS has been linked to several negative states –such as fatigue, discomfort, and technological stress– which further strengthen intentions to discontinue using them. Hence, user intention is of great importance organizations’ social media marketing strategy.
In this context, the purpose of the study is to investigate users’ intention to discontinue, permanently or for a short time, to use SNS. The target population of the research is Greek library users. The primary data that will be collected via a structured questionnaire will be analyzed using Structural Equation Modeling.
Overall, the proposed research aims to investigate a modern phenomenon, original not only in Information Science, but also in Social Media Marketing and Information and Communication Technologies. At the same time, the factors incorporated in the proposed research model allow for a deeper understanding of the causes and the way users decide to stop using SNS.
The study results could be utilized by libraries and other information organizations for the assessment and, if necessary, for the reshaping of their user expansion and services promotion strategies.
Project Τitle: Leaving social media: factors affecting intentions to permanently and intermittently discontinue using social networking sites
Project Duration: 1 April 2020 – 31 July 2021
Project Framework & Funding: “This research is co-financed by Greece and the European Union (European Social Fund- ESF) through the Operational Programme «Human Resources Development, Education and Lifelong Learning 2014-2020» in the context of the project “Leaving social media: factors affecting intentions to permanently and intermittently discontinue using social networking sites” (MIS 5050188).”
Funding: 46,046.00€
Principal Investigator (UNIWA): Dr Alexandros Koulouris, Assistant Professor, Department of Archival, Library & Information Studies, School of Administrative, Economics & Social Sciences, Email: akoul@uniwa.gr, Tel: +30-2105385225
