Towards Understanding the Cynicism of Social Networking Sites: An Operations Management Perspective

With the advent of Internet and high diffusion of mobile phones, Social Networking Sites (SNS) have become the new source of entertainment, information and business support system. Easy accessibility of SNS through various devices is one of the major reasons for addiction among the young people. In this research, the researchers have made an attempt to identify various factors that lead to abandoning the usage of these sites by an individual. The factors are identified through a survey conducted among the SNS users (primarily students). Using Interpretive Structural Modelling, a hierarchical model has been developed to understand the interrelationship among the identified factors. Further, MICMAC analysis conducted classifies the factors into four groups based on their dependence and driving power: dependent, independent, linkage and autonomous factors. The analysis highlights that poor academic performance and fear of losing opportunities during placements are the key factors.