CAN ESCAPIST USE OF FACEBOOK BE TRIGGERED BY FACEBOOK PUSH NOTIFICATION?

Abstract

In this paper, the unplanned and spontaneous use of Facebook (FB) triggered by FB push notification (FPN) is explored. The concept of triggered FB use was introduced as a new type of FB use that is provoked intentionally by FB via personalized FPN. The results presented in the paper show that FPN are powerful instruments to get users back to FB. Even though FPN typically trigger users with one specific announcement, most users that react on them get immersed by the broad and persuasive offerings of FB and stay longer on the platform than it is necessary to act upon the activities promoted by the FPN. These longer stays often show escapist characteristics. Thus, FPN provide users an opportunity to escape spontaneously from the current activities and psychological states when FPN arrive. Positive gratification resulting from such spontaneous visits lays the ground for future positive reaction on FPN as users try to repeat the rewarding experience.