Not all social media platforms are successful. Research has shown personality factors can influence adoption of social media platforms and apps, but not its effect in the abandonment process. Additionally, research is needed to identify the types of online behaviors that exist in social media. This study addresses these issues by investigating the role of personality traits and social media behavior in influencing social media app abandonment. A research model consisting of the Big Five Personality traits and online behavior types was developed for this study. The results of our study revealed that only three personality traits mattered – agreeableness, openness to experience, and extraversion. Furthermore, only users who wished to retrieve information (as opposed to supply or discuss) predicted social media abandonment
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