Scrolling in the Deep: Analysing Contextual Influences on Intervention Effectiveness during Infinite Scrolling on Social Media

Infinite scrolling on social media platforms is designed to encourage prolonged engagement, leading users to spend more time than desired, which can provoke negative emotions. Interventions to mitigate infinite scrolling have shown initial success, yet users become desensitized due to the lack of contextual relevance. Understanding how contextual factors influence intervention effectiveness remains underexplored. We conducted a 7-day user study (N=72) investigating how these contextual factors affect users’ reactance and responsiveness to interventions during infinite scrolling. Our study revealed an interplay, with contextual factors such as being at home, sleepiness, and valence playing significant roles in the intervention’s effectiveness. Low valence coupled with being at home slows down the responsiveness to interventions, and sleepiness lowers reactance towards interventions, increasing user acceptance of the intervention. Overall, our work contributes to a deeper understanding of user responses toward interventions and paves the way for developing more effective interventions during infinite scrolling.