Exploring the Dynamics of Less Frequent Social Media Usage

This study addresses a significant gap in Information Systems (IS) research by examining Less Frequent Use (LFU) and discontinuation of IS products, particularly in the context of Social Media (SM) platforms. Previous research has emphasized adoption and continued use, leaving later lifecycle stages underexplored. Building upon the Stimulus-Organism-Response (S-O-R) framework, this study proposes a novel LFU model to explore key determinants, including perceived influencer disengagement, loss of interest, negative news exposure, addiction realization, and distrust, which contribute to reduced SM usage and the intention to discontinue. Empirical testing of the LFU model reveals that influencer disengagement reduces user interest, leading to less frequent usage and potential discontinuation. Additionally, negative news exposure fosters distrust, diminishing user engagement and leading to discontinuation intent. The results of post hoc analyses provide a comprehensive view of the model for different subsamples, considering variables such as gender, usage frequency, and the number of social media platforms used. The findings have both theoretical and practical implications, offering insights into SM user retention strategies. We also introduce the Integrated Technology Life Cycle framework, which clarifies overlooked stages such as intermittent discontinuance and less frequent use, and outlines directions for future research across diverse technological contexts.