Why do people resume using social networking sites after quitting them? By using the economic theory on return migration to develop a model, Jason Thatcher and his colleagues determine the primary reasons for why those who swear off social media come back.

Thatcher and his co-authors studied two types of people: those who had stopped using social networking sites at least six months ago (long-term non-users) and those who recently decided to stop (recent non-users). According to their results, long-term non-users mostly returned to social media because they missed the satisfaction that they used to get from the activities on social media while most recent non-users returned because they were dissatisfied with the experiences that they were having by not using social media.