Snapchat abandonment among self-identified millennial women: A proposed research project

Despite its quick rise to popularity after its launch in 2011, Snapchat's user base has been declining in recent years. This is of particular interest given that the number of U.S. social media users overall continues to climb. Though users continue to adopt social media platforms, many studies examine social media usage alongside harmful and negative side effects, like increased anxiety, depression, and lowered self-esteem. Though some users may be experiencing these negative side effects and others, few studies have focused on why users leave social media platforms, like Snapchat. This study intends to focus on that abandonment among a large population of Snapchat users: Millennial women. This submission reviews relevant literature surrounding social media and outlines a proposed research plan to fill the gaps identified