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Taking WhatsApp's recent change of its terms of use as the case of this study and using the push-pull-mooring model and a configurational perspective, this study aims to identify pathways for switching intentions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Data were collected from 624 WhatsApp users recruited from Amazon Mechanical Turk and analyzed using fuzzy set qualitative comparative analysis (fsQCA).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings identify seven configurations for high switching intentions and four configurations for low intentions to switch. Firm reputation and critical mass increase intention to switch, while low firm reputation and absence of attractive alternatives hinder switching.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>This study extends extant literature on social media migration by identifying configurations that result in high and low switching intention among messaging applications.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The study identifies factors the technology service providers should consider to attract new users and retain existing users.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study complements the extant literature on switching intention that explains the phenomenon based on a net-effect approach by offering an alternative view that focuses on the existence of multiple pathways to social media switching. It further advances the authors\u2019 understanding of the relevant importance of switching factors.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-07-2022-0498","type":"journal-article","created":{"date-parts":[[2023,3,23]],"date-time":"2023-03-23T05:48:42Z","timestamp":1679550522000},"page":"1073-1102","source":"Crossref","is-referenced-by-count":11,"title":["Explaining technology migration against the change in terms of use: an fsQCA 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