Beyond the screen: Exploring pathways to reduce SNS dependency

This research investigates the factors impacting the reduction and discontinuation of social networking site (SNS) usage, employing the situation-organism-behavior-consequence (S-O-B-C) framework. Previous research on reducing SNS use has primarily focused on the factors that lead to such behavior, with limited attention to the behavioral consequences of this reduction. Furthermore, there is a gap in understanding how a dynamic interplay of situational and internal factors drives these behavioral changes and transitions. The validity of the proposed S-O-B-C framework was assessed empirically, drawn from 802 responses collected from Instagram users. The findings indicate that higher levels of perceived severity and vulnerability amplify feelings of fear and exhaustion, subsequently fostering users’ intentions to reduce SNS usage. Additionally, the reduction in SNS usage correlates with discontinuation, a relationship that is positively moderated by cognitive dissonance. This study explores the transitions from overuse to reduction and from reduction to discontinuation.