The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Understanding Users' Switching Between Social Media Platforms: A PPM Perspective
Abstract
Social media such as micro-blogs and social networking sites are popular among users. Due to the intense competition, it is crucial for social media platforms to attract users and retain them. The purpose of this paper is to draw on the push-pull-mooring (PPM) model to examine users' switching between social media platforms. The results indicated that identification, perceived usefulness, dissatisfaction, privacy concern, and social influence significantly affect switching intention. In addition, social influence has a positive moderation effect on switching intention. The results imply that social media platforms need to consider the effect of push, pull, and mooring factors in order to prevent users' switching behaviour.
Related Content
|
Surjit Singha, Ranjit Singha, R. Sreethi Rebeka.
© 2026.
48 pages.
|
|
Romica Bhat, Sayantan Ghosh.
© 2026.
26 pages.
|
|
Adamkolo Mohammed Ibrahim.
© 2026.
56 pages.
|
|
Alfred Okoth Akwala, Joel Ngetich.
© 2026.
26 pages.
|
|
Denish Ouko Otieno, Grace L. S. Mwanja.
© 2026.
24 pages.
|
|
Ruben Arnoldo Gonzalez.
© 2026.
22 pages.
|
|
Dorine Lugendo.
© 2026.
26 pages.
|
|
|