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We investigated and defined this loop while unveiling the processes that make users break it. Based on a one-week-long field study (N=46), we unfolded and categorized general reasons for leaving social media and related those to IS. In light of our findings, we argue that SM interventions should not only focus on the app but incorporate the user's context, as most reasons to break SM sessions were not related to the app but the user's general context. Our findings and prior work also indicate the coexistence of multiple loops, which we define as inner (intra-session) loops surrounded by an outer (habitual) loop.<\/jats:p>","DOI":"10.1145\/3604275","type":"journal-article","created":{"date-parts":[[2023,9,13]],"date-time":"2023-09-13T15:16:20Z","timestamp":1694618180000},"page":"1-22","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":29,"title":["The Loop and Reasons to Break It: Investigating Infinite Scrolling Behaviour in Social Media Applications and Reasons to Stop"],"prefix":"10.1145","volume":"7","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6003-7900","authenticated-orcid":false,"given":"Jan Ole","family":"Rixen","sequence":"first","affiliation":[{"name":"Ulm University, Ulm, Germany"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9524-4926","authenticated-orcid":false,"given":"Luca-Maxim","family":"Meinhardt","sequence":"additional","affiliation":[{"name":"Ulm University, Ulm, Germany"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4436-918X","authenticated-orcid":false,"given":"Michael","family":"Gl\u00f6ckler","sequence":"additional","affiliation":[{"name":"Ulm University, Ulm, Germany"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3192-288X","authenticated-orcid":false,"given":"Marius-Lukas","family":"Ziegenbein","sequence":"additional","affiliation":[{"name":"Ulm University, Ulm, Germany"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9165-4063","authenticated-orcid":false,"given":"Anna","family":"Schlothauer","sequence":"additional","affiliation":[{"name":"Ulm University, Ulm, Germany"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5207-5029","authenticated-orcid":false,"given":"Mark","family":"Colley","sequence":"additional","affiliation":[{"name":"Ulm University, Ulm, Germany"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4213-2226","authenticated-orcid":false,"given":"Enrico","family":"Rukzio","sequence":"additional","affiliation":[{"name":"Ulm University, Ulm, Germany"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6466-3845","authenticated-orcid":false,"given":"Jan","family":"Gugenheimer","sequence":"additional","affiliation":[{"name":"TU-Darmstadt, Darmstadt, Germany"}]}],"member":"320","published-online":{"date-parts":[[2023,9,13]]},"reference":[{"key":"e_1_2_1_1_1","volume-title":"Social Cognitive Theory of Self-Regulation. 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