How does social overload lead to withdrawal behavior? The case of social communities on social networking sites

Purpose On the basis of the conservation of resources theory (CORT), this study investigates the relationship between social overload and users’ withdrawal intention from social communities on social networking sites (SNSs), with the serial mediating mechanisms of social-psychological distance and emotional exhaustion and the moderating mechanism of (similar) linguistic style. Design/methodology/approach Data were collected from 489 users in different social communities on SNSs in an emerging market. Structural equation modeling was used to analyze the sample data and test the hypotheses. Findings Results show that social overload has a positive influence on withdrawal intention from social communities on SNSs. Furthermore, social-psychological distance and emotional exhaustion have a serial mediating effect in this relationship. In addition, (similar) linguistic style negatively moderates the link between social overload and emotional exhaustion and that between social overload and withdrawal intention. Originality/value This study extends CORT to propose and test a unique research model that clarifies the mechanisms leading to users’ withdrawal behavior from social communities on SNSs. The findings of this study provide implications for researchers, individual users, administrators/managers of social communities, and SNS providers to understand and make better decisions to retain member users.