#DeleteFacebook: Antecedents of Facebook Fatigue.

Despite the trend of leaving Facebook (#DeleteFacebook campaign), investigation on both the social and psychological factors affecting Facebook fatigue is limited. This study aims to explore the social and psychological antecedents of Facebook fatigue and identify the effects of the antecedents on overall Facebook fatigue. A total of 327 Facebook users participated in an online survey. Respondents were recruited from a major online panel in Korea. The results from the principal component analysis suggest that there are six social and psychological antecedents: impression management, unwanted posts, reputation concern, personal relative deprivation, privacy concern, and relationship concern. In addition, the results show that personal relative deprivation, privacy concern, impression management, and relationship concern positively predicted overall Facebook fatigue. This research not only sheds light on the antecedents of social networking services (SNS) fatigue that influence overall Facebook fatigue but also suggests practical implications for the everexpanding SNS market.