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This study focuses on SNS fatigue, a negative psychological state that can lead to discontinuance intention among SNS users. This study proposes two distinctive SNS-specific contexts and investigates how they alleviate the negative effect of SNS fatigue on user behavior.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Drawing upon the context-specific theorization perspective, a model involving moderation effects of the SNS-specific contexts on the relationship between user's SNS fatigue and discontinuance intention was proposed. The model was tested using survey data of active SNS users.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results indicate that SNS fatigue leads to user discontinuance intention. However, the SNS-specific contexts, such as social interaction context and platform service context, negatively moderate the relationship between SNS fatigue and user discontinuance intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The findings of this study are expected to help SNS providers develop strategies to improve their services for effective user retention.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-08-2020-0497","type":"journal-article","created":{"date-parts":[[2021,11,14]],"date-time":"2021-11-14T22:28:30Z","timestamp":1636928910000},"page":"292-321","source":"Crossref","is-referenced-by-count":13,"title":["Alleviating the impact of SNS fatigue on user discontinuance"],"prefix":"10.1108","volume":"122","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9571-3908","authenticated-orcid":false,"given":"One-Ki 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