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 = … Show more
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