Deactivated: Exploring why adults in Qatar quit social media

Abstract

Social media use has become ingrained in life in the 21st century. As a result of such pervasiveness, there is extensive research on the myriad of positive and negative effects of social media use on adults worldwide. The State of Qatar is among the countries with the highest social media penetration levels relative to its population. Despite this, some people consciously choose to deactivate from social media. Through theoretical frameworks relating to models and motivations of behavioral change, this qualitative study of 26 participants sought to examine what factors influence adults in Qatar to deactivate one or more social media accounts. Results showed that four themes emerged as reasons for deactivation: impact on time, distorted value, mental/physical health and well-being, and/or a tipping point/instigating incident. Several other factors acted as barriers to or supported discontinuous social media use. This research’s theoretical and practical implications are discussed, along with recommendations for future research.