Self-presentational concerns and lurking among users on social networking sites: an empirical study based on a moderated mediation model

Purpose The phenomenon of nonposting behavior, known as lurking, has become increasingly prevalent on social networking sites (SNS). This study aims to understand why certain users are inclined to lurk on SNS by proposing a theoretical framework that integrates self-presentational concerns, SNS fatigue and social presence. Design/methodology/approach Building upon the theoretical framework, a moderated mediation model is established to illustrate the mechanisms of lurking on SNS. Survey data were collected from 616 SNS users through an online survey and analyzed using the SPSS macro PROCESS. Findings The findings show that self-presentational concerns have positive and direct effects on lurking. Moreover, the relationship between self-presentational concerns and lurking is partially mediated by SNS fatigue. Furthermore, both the direct effect and the mediating effect are moderated by social presence. Originality/value This study offers a novel theoretical perspective on lurking behavior by introducing a moderated mediation model. The findings reveal intricate mechanisms underlying this specific SNS usage behavior and its connections to both self-presentational concerns and SNS fatigue, thereby enriching the existing literature on user engagement and inactivity on SNS. Furthermore, this research highlights the pivotal role of social presence in moderating the effects of self-presentational concerns, offering new insights into the dynamics of online social interactions.