Retaining and attracting users in social networking services: An empirical investigation of cyber migration

• This paper seeks to offer strategic recommendations for SNS providers.
• We identify characteristics that combine to distinguish SNSs from conventional ISs.
• Our PPM-based model extends research on IS continuance and service switching.
• The findings reveal four significant factors that promote switching.
• SNS providers can devise user strategies grounded in these factors.

Users are the most critical strategic resource of any online social networking service (SNS). This paper offers strategic recommendations for SNS providers based on an empirical study exploring why users switch from a primary SNS to others. We first identify important characteristics that combine to distinguish SNSs from conventional information systems, then develop a “cyber migration” research model that includes push, pull and mooring factors which influence user intention to switch from one SNS to another. Findings from a field survey of 180 users reveal four significant factors that promote switching: dissatisfaction with socialization support, dissatisfaction with entertainment value, continuity cost, and peer influence. Strategies grounded in these factors are suggested for SNS providers to better attract and retain users.