In addition, understanding why this phenomenon occurs would help scholars answer how people will change the way they communicate and behave through online media.
Studies show that use of social media platforms is strongly associated with symptoms of depression, addiction, and anxiety while it negatively affects mental health and subjective well-being ( Merolli et al., 2014 Andreassen et al., 2016 Woods and Scott, 2016 Vannucci et al., 2017). Quitting social media emerges as a popular trend ( Rampton, 2019). It is important to acknowledge that people leave their once favorite social media platform for two reasons.
Despite the incident, users’ main motivation to flee the website appears to be their own ( Jagannathan, 2019), which the current paper aims to identify. Previous publications have contributed to such decline to the recent Cambridge Analytica scandal ( Baer, 2018 Statt, 2018). Simply put, Facebook is no longer the go-to social media for personal and social uses, which can be called a considerable dive given the platform’s popularity over the years. This decline may be a significant indicator for the challenging future of Facebook. The number of young Facebook users (age between 12 to 34) rapidly declined by almost 20% in 2 years ( Edison Research, 2019). However, practitioners and scholars alike point to the fact that Facebook’s popularity has reached its tipping point and started to “slow down.” For instance, Facebook is losing users in the younger demographic, who are abandoning it for other social media sites, such as Snapchat and Instagram ( Lang, 2015 De Veirman et al., 2020). Facebook has been one of the longest serving, most widely used social media platforms, boasting active users of 2.49 billion and continued growth in advertising revenue ( Facebook, 2019).
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