EXPRESS: The Digital Detox Paradox: Potential Backfire Effects of Digital Detox Interventions on Consumer Digital Well-Being

Marketing academicians have paid much attention to excessive social media usage, but have failed to investigate whether firm-driven “Digital Detox” interventions can potentially curb it. To address this gap, we initially conducted a pilot study to examine the effects of built-in app detox interventions on consumers’ intention to comply with them. We demonstrated that these effects vary according to users’ skepticism toward advertising, and then showed why they occur by highlighting the mediating role of perceived firm authenticity. Specifically, less skeptical users perceived TikTok as more authentic when it offered a detox intervention, and in turn, paradoxically expressed higher intentions to use the app. We also ruled out users’ app connection as a rival explanation. Study 1 was a longitudinal field study where we documented the effects of built-in app interventions (break reminders and daily limits) on consumers’ actual social media usage over the course of a week. Results show that less skeptical users ironically increased their TikTok usage in response to such interventions from the firm. Implications of this documented “Digital Detox Paradox” are discussed for public policy, consumer welfare, and marketing practice.