When and how do young adults adjust their usage of social media?

Purpose Active social media usage remains a notable legacy of the COVID-19 pandemic. However, the continuous usage of social media amid dissonance presents an ongoing challenge to researchers. This paper aims to address the gaps relating to the psychological outcomes of social media usage and the coping mechanisms used by users as a result of dissonance caused by the comments. Drawing on cognitive dissonance theory (CDT) and expectation confirmation theory (ECT), the study explores how and when cognitive discrepancy and cognitive reduction could influence the relationship between actual usage and continual usage of social media. Design/methodology/approach The proposed model was tested using a sample of 555 users of social media. Social media users were selected as an appropriate population because their online interactions involve feedback loops through comments and expectation-based engagement with technology. Findings The findings indicate that though the continuous intention among social media users is driven by their user behavior, the presence of dissonance reduces their intention to continue using social media platforms. Originality/value The study broadens the theoretical discussion on CDT and ECT by offering empirical evidence on the interrelationship between cognitive and behavioral factors in social media contexts. It confirms that cognitive discrepancy and reduction have a negative influence on actual and continual usage links, offering new insights into post-adoption behavior in digital environments.