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While several waves of platforms have come and gone, the long-term sustainability of UGC activities has become a critical question that bears significance for theoretical understanding and social media practices.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Based on a large and lengthy dataset of both blogging and microblogging activities of the same set of users, a multistate survival analysis was applied to explore the patterns of users' staying, switching and multiplatforming behaviors, as well as the underlying driving factors.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>UGC activities are generally unsustainable in the long run, and natural attrition is the primary reason, rather than competitive switching to new platforms. The availability of leisure time, expected gratification and previous experiences drive users' sustainability.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The authors adopted actual behavioral data from two generations of platforms instead of survey data on users' switching intentions. Four types of users are defined: loyal, switcher, multiplatformer and dropout. As measured by the transitions among the four states, the different sustainability behaviors are thereby studied via an integrated framework. These two originalities bridge gaps in the literature and offer new insights into exploring user sustainability in social media.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-07-2021-0523","type":"journal-article","created":{"date-parts":[[2022,7,21]],"date-time":"2022-07-21T07:29:52Z","timestamp":1658388592000},"page":"1372-1398","source":"Crossref","is-referenced-by-count":10,"title":["Staying, switching, and multiplatforming of user-generated content activities: a 12-year panel study"],"prefix":"10.1108","volume":"33","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8022-0729","authenticated-orcid":false,"given":"Lei","family":"Hou","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Lu","family":"Guan","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yixin","family":"Zhou","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Anqi","family":"Shen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Wei","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ang","family":"Luo","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Heng","family":"Lu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6173-6941","authenticated-orcid":false,"given":"Jonathan J.H.","family":"Zhu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2022,7,22]]},"reference":[{"key":"key2023071406105029300_ref001","article-title":"The relationship between price paid and hotel review ratings: expectancy-disconfirmation or placebo effect?","volume":"85","year":"2021","journal-title":"Tourism Management"},{"issue":"6","key":"key2023071406105029300_ref002","doi-asserted-by":"crossref","first-page":"661","DOI":"10.1002\/sim.4780070605","article-title":"Multistate models in survival analysis: a study of nephropathy and mortality in diabetes","volume":"7","year":"1988","journal-title":"Statistics in Medicine"},{"issue":"6","key":"key2023071406105029300_ref003","doi-asserted-by":"crossref","first-page":"511","DOI":"10.1002\/mar.20171","article-title":"The mediating effect of satisfaction on consumers' switching intention","volume":"24","year":"2007","journal-title":"Psychology and Marketing"},{"key":"key2023071406105029300_ref004","unstructured":"Auxier, B. and Monica, A. 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