Disconnect to reconnect? : examining the motives, strategies, and outcomes of individuals’ (temporary) social media abstinence

Abstract

Research regarding social media abstinence in real-life settings remains rare. Social media abstinence is a complex construct that needs to be evaluated within the viewpoints of multiple disciplines. While experiences and outcomes of social media breaks are influenced by demographic markers and other variables, they can be generally described as difficult, but rewarding. This dissertation set out to examine individuals’ temporary or permanent social media abstinence by investigating previous usage, motives for abstinence, strategies, experiences, and outcomes of such undertakings. A quantitative research approach based on the uses and gratifications theory was carried out, and a 60-item questionnaire developed. Out of 134 respondents, 105 eligible participants completed the survey. Results suggested that (a) females and singles are more prone to detrimental effects caused by social media usage, (b) internal motives provide greater motivation than external ones, (c) implemented strategies either tried to break habit cycles at the cue- or action-stage, or provided distraction in the form of participating in other activities, (d) females experienced higher levels of difficulties in abstaining from social media than males, and (e) participants generally perceived social media abstinence as a successful and beneficial undertaking.