Discovery Projects - Grant ID: DP210100341

停止使用社交媒体：理性和情感选择的二分法。该项目旨在更好地了解停止使用社交媒体的情况。对于企业和政府来说，社交媒体是一种动态的参与、价值共同创造和商业分析营销的渠道，当用户选择停止使用它时，这些营销就会丢失。该项目将产生理性和情绪化决策标准的新知识，支持社交媒体的设计特征，以及它们对停止使用社交媒体的复杂影响。这个项目的预期结果是一个关于社交媒体中断的综合理论。该项目的调查结果为企业和政府提供了显著的好处，如战略能力和可操作的知识，以减少社交媒体的停用。

Discontinued Use of Social Media: Dichotomy of Rational & Emotional Choices. This project aims to gain a better understanding of discontinued use of social media. For businesses and governments, social media serves as a dynamic channel for engagement, value co-creation, and business analytics marketing that is lost when users choose to discontinue its use. This project will generate new knowledge of rational and emotional decision criteria, enabling design features of social media, and their complex effects on discontinued use of social media. The expected outcome of this project is an integrated theory of social media discontinuance. The project findings provide significant benefits, such as strategic capabilities and actionable knowledge for businesses and governments to mitigate social media discontinued use.