The Tipping Point: A Comparative Study of U.S. and Korean Users on Decisions to Switch Social Media Platforms

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Author(s): Soo Kwang Oh (Pepperdine University, USA), Seoyeon Hong (Rowan University, USA)and Hee Sun Park (Korea University, South Korea)
Copyright: 2022
Pages: 19
Source title: Research Anthology on Usage, Identity, and Impact of Social Media on Society and Culture
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6307-9.ch072

Keywords: Digital Communications / Information Science Reference / Media & Communications / Social Networking

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Abstract

While previous researchers have addressed motivations to join and continue using social media, this paper focuses on why users quit certain social media and change their favorite platforms, such as the current shift from Facebook to Twitter to Instagram and Snapchat. Furthermore, this exploratory study seeks to build an understanding of social media usage and motivations for switching from a cross-cultural perspective by comparing findings from Korean and U.S. users. Findings from 19 focus group sessions (n = 118) highlight influences regarding modes of usage, user control, commitment, addiction, privacy, perceived relationships, self-construals, and social/cultural trends. Findings are further analyzed and compared in light of relevant theoretical frameworks and cultural differences.

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The Tipping Point: A Comparative Study of U.S. and Korean Users on Decisions to Switch Social Media Platforms

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