Title: Does the benevolence value matter when social media burnout strikes?

Authors: Bo Han; Shih Yung Chou; Tree Chang

Addresses: College of Business, Texas A&M University-Commerce, USA ' Dillard College of Business Administration, Midwestern State University, USA ' Department of Social Work and Service Management, Tatung Institute of Technology, Taiwan

Abstract: Social media burnout has become a new issue to many users. This study introduces a new model to test if a user's benevolence value can have a mediation effect when he/she experiences social media burnout. We recruited Facebook users from a student population at a US university to participate in a survey-based study. 290 valid and complete responses were received. The data analysis result shows that benevolence has a strong negative effect on a user's social media burnout perceptions such as ambivalence and emotional exhaustion, and can significantly positively influence the user's social media continuance. Our study is the first of its kind that integrates benevolence value into a user's post-adoption experience research. The newly proposed model can help social media research community to gain more insights on the roles a user's value plays in his/her perceptions and intentions in the post-adoption stage.

Keywords: social media burnout; value; benevolence; ambivalence; emotional exhaustion; depersonalisation; conflict; Facebook.

DOI: 10.1504/IJBIS.2021.112828

International Journal of Business Information Systems, 2021 Vol.36 No.2, pp.288 - 302

Received: 31 May 2018
Accepted: 11 Dec 2018
Published online: 05 Feb 2021 *

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