"I am done, time to leave" Quitting Intention among Social Media Users: Empirical Evidence of Pakistani Users

The study aims to explore the discontinuance intentions of social networking sites (SNSs). The social networking sites (SNSs) are popular among the internet users and handheld devices have made possible to access these networks at anytime from anywhere. The current study engaged SOR framework, enacted from expectancy disconfirmation theory (EDT). The study used the random sampling technique to collect the data from potential respondents with the help of structured questionnaire-based survey. The data collection is done through the popular online social media platforms. A total of 378 respondents’ data is considered for the statistical analysis. The SmartPLS based SEM analysis were employed for this study. the study results show that stimuli’s make positive contribution to the organism that leads to eventual discontinuance intention in SNSs users. Moreover, cognitive overload is prime contributor to the discontinuance intention. Further, this study provides important theoretical and practical implications. The study suggests for controlled and aware usage of the SNSs and also empower the user to take control of these networking sites. Lastly, service providers must restrict the sharing of unlimited and non-authentic information.