Elaboration of Social Media Performance Measures: From the Perspective of Social Media Discontinuance Behavior

Social media platforms insist on the so-called "number of visits, clicking, and subscription" as a measurement of social media performance. However, this method of measurement does not take into account dormant user accounts and unintentional clicks or visits. To fully understand social media performance, this study aims to examine the process of users' discontinuance behavior from the view of technostress creators and socialstress creators through social media fatigue. Also, this study investigates the influence of involvement between social media fatigue and discontinuance behaviors. To understand the impact of technostress and social stress creators on users' discontinuance behavior, this study conducted an off- and online survey in Korea. Using Confirmatory factory analysis (CFA), this study has a strong academic contribution because it identifies the existing methods measuring social media performance through numbers of accounts or joining in as inaccurate.