• Nagendra
• TAMILARASAN D
• B Mounika
• A D Kumaravelu
• A Sreedhar

It is becoming increasingly important to comprehend why people stop using social media platforms in the constantly shifting global landscape. Understanding the context of these choices and the variables influencing their outcomes, as previously stated, may assist users in making these choices and provide assistance. suppliers to lessen them. The theoretical explanation of the phenomena of social media cessation has to be improved. Other writers employed convenience sampling and performed a quantitative analysis to survey Facebook users while concentrating on other social media sites. combined the "Stimulus-Organism-Response" (S-O-R) framework with the Smart-PLS software and technology. The findings corroborate this approach and point to aggravation, privacy concerns, social media helpfulness, information overload, communication overload, and social media self-efficacy as stimuli. The findings show that tiredness sensations are correlated with social media users' perceived relevance (i.e., organism), which in turn raises their intents to stop using social media and their aversion to ads (i.e., reaction). Regarding how individuals utilize social media and deal with breakups, our research provides insightful information to marketers, business owners, and organizations across all industries.

Social Network, Break Up, Fatigue, Avoidance, Stimuli

"Examining the Psychological and Behavioral Impacts of Social Media Breakups", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.a613-a618, June-2024, Available :http://www.jetir.org/papers/JETIR2406075.pdf

"Examining the Psychological and Behavioral Impacts of Social Media Breakups", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. ppa613-a618, June-2024, Available at : http://www.jetir.org/papers/JETIR2406075.pdf