ABSTRACT
Excessive social media use is a growing societal concern. Thus, users experiment with the complete avoidance of social media, which is a new challenge for marketers investing in social media channels. This chapter discusses the factors influencing social media use and suggests a conceptual framework on how this use transforms into either healthy or problematic behaviours. Self-control is crucial for this transformation; meanwhile, self-control has to be considered in combination with individual differences and contextual factors. These findings contribute to the exploration of personalised advertising strategies and advanced targeting settings aiming to decrease avoidance of social media advertising.
