This study investigates the temporary discontinuance of social media. Building on stimulus-response binding and priming mechanisms, we propose a research model illustrating how compulsive social media use–through hedonic consumption, social interaction and content sharing–shapes temporary discontinuance. We argue that compulsive use can be modulated by cognition-based priming effects (cognitive dissonance and attitudes toward discontinuance) and affect-based priming effects (somatic and self-evaluative mood states), with exposure to cues (e.g. social media apps on smartphones) acting as a potential moderator.
We tested our model through a field study and quantitative analysis of Facebook users who voluntarily took a break from the platform. An objective assessment of participants’ temporary discontinuance was used to validate the model. Structural equation modeling was employed to analyze relationships between compulsive social media use, priming effects and discontinuance behaviors.
The results indicate that compulsive social media use can both directly and indirectly influence temporary discontinuance. Cognition-based priming (cognitive dissonance and attitudes) and affect-based priming (mood states) significantly shape discontinuance behavior, while exposure to cues moderates these relationships. The findings highlight the complex mechanisms underlying social media disengagement.
This study extends discontinuance behavior research in information systems (IS) by identifying priming effects as key mechanisms influencing temporary disengagement. The findings offer practical insights for users seeking to manage social media use, service providers designing interventions and policymakers addressing digital well-being.
