Social Network Users Switching Platforms Behaviour: A Proposal for Research Explorations using a Mixed Method Approach

This paper proposes a novel research proposal to explore users switching platforms behaviour within the context of social network sites. The aim is to investigate the key factors essential to social network users’ decision to switch platform. In this regard, a mixed methods approach of an exploratory-qualitative study (interviews), followed by a confirmatory-quantitative study (survey) will be proposed, hence so called a mix-method research design. The proposed study also specifically aims to contribute to Information Systems literature by adding value to the users’ switching decision in social network sites platform, and extending the use of switching cost theory. In particular, by anticipating the salient factors affecting the social network sites users to switch platforms, as well as interrelationships using a mixed method approach.