Users' Motivations for Facebook Unfriending During the COVID-19 Pandemic: Survey Study.

backgroundSocial networking sites (SNSs) such as Facebook have been central to the global exchange of health-related information throughout the COVID-19 pandemic, but during this time, increased web-based interactions proved to be a source of stress and conflict for many SNS users. Prior research suggests that many users have engaged in significant boundary regulation during this period, using behaviors such as unfriending to refine and reorient their social networks in response to pandemic-related information.

objectiveThis study aimed to examine Facebook unfriending during and in relation to the first year of the pandemic to better understand how SNS users have managed and maintained their social networks around the COVID-19 pandemic. On the one hand, unfriending may be motivated by an attempt to protect the utility and accuracy of a user's informational environment. On the other hand, it may be motivated by a desire to tune out alternative viewpoints and opinions. Both motivations may have significant implications for public health discourse and outcomes.

methodsA sample of 824 active Facebook users (drawn from a representative survey of 1000 American adults) was analyzed using a series of logit regression models. Survey respondents were selected using a stratified quota sampling approach to ensure a representative sample of the US population. Balanced quotas were determined (by the region of the country) for sex, age, race, ethnicity, and political affiliation.

resultsIn total, 31.7% (261/824) of active Facebook users unfriended at least one account over COVID-19 pandemic-related posts during the first year of the pandemic. The most common reasons for unfriending included "making political comments about COVID-19" (191/824, 23.2%) and "posting information that was inconsistent with public health guidelines" (162/824, 19.7%). As hypothesized, reliance on Facebook for COVID-19 pandemic-related news and information was associated with a greater likelihood of unfriending, particularly in response to information that was inconsistent with public health guidelines. Political factors (particularly partisan intensity) were also predictive of unfriending, especially in the case of COVID-19 pandemic-related disagreements.

conclusionsBoth information utility concerns and political factors were associated with a greater likelihood of COVID-19 pandemic-related unfriending, although the magnitude of the effects associated with utility appears to be greater. Although utility-motivated unfriending may lead to more reliable health information experiences for some SNS users, the tendency of consumers to assess accuracy and credibility on the basis of partisan predilections obscures this finding and warrants further consideration.