Exhaustion and Dependency: a Habituation-Sensitization Perspective on the Duality of Habit in Social Media Use.

PurposeThe current work builds on the dual process theory of habituation and sensitization to empirically investigate theory-based mechanisms through which social media use habit influences continued social media use intentions in the context of problematic social media use (SMU).Design/methodology/approachWe build on the dual process theory of habituation and sensitization and test our model with structural equation modeling technique applied to survey-based data collected from 337 social media users.FindingsFindings suggest that SMU Habit may increase user's perceived Habituation and directly reduce user's experienced SMU related Exhaustion. Furthermore, Habituation and SMU related Exhaustion are negatively associated in a nonlinear fashion. Also, SMU Habit may promote higher level of SMU Dependency through Sensitization. Increased level of SMU Dependency is associated with increased level of SMU related Exhaustion. Thus, SMU Habit simultaneously shapes two opposing forces driving continued use decisions.Practical implicationsThe current work can serve as a basis for developing effective interventions especially given the increase in problematic uses of IS fostered by the development of technology use habits.Originality/valueAlthough separate strands of research independently examined the role of “pull” forces such as SMU dependency and the role of “push” forces such as SMU related Exhaustion in influencing users' inclination toward future SMU, a unified theoretical framework considering the triad of SMU Habit, “pull” and “push” forces together is yet to be offered. Deploying Habituation–Sensitization theory will shed new light on dual mechanisms through which habit drives continued use decisions in SMU context. Thus, the current work can serve as a basis for developing effective interventions given the increase in problematic uses of IS.