Journalism and Mass Communications, College of


Document Type



Hermosa, M. & Hachtmann, F. (2013). The Process of Social Media Migration Among Young Professionals: A Grounded Theory. Proceedings of the 2013 Conference of the American Academy of Advertising, 55, 94-104.


The purpose of this study was to develop a theory that explains the process of social media migration among young professionals. The theoretical propositions that emerged from this qualitative study explain how different causal, intervening, and contextual conditions interact with and affect the phenomenon of social media migration. Internal and external pressures have an effect on young professionals’ decision to join new social media sites while abandoning others. Intervening and contextual conditions provide specific circumstances in which social media migration might occur. Integrating useful and organizational features to ease the use of social networks were important strategies in the process of migration. The process also included several consequences, such as strengthened relationships, frequency and immediacy of use, and global reach, but also ethical concerns. Eventually, the consequences will become causal conditions that will again start process of social media migration.