Social network migration and anonymity expectations: What anonymous social network apps offer

Social networking is not a new phenomenon, but what outlet people use continues to evolve. Recently, anonymous social networking applications (SNAs) have gained in popularity, particularly among young people who are reducing use of traditional social networking sites (SNSs). Anonymous SNAs prevent other users from identifying individuals, which is the most marketed appeal. Despite the popularity, little research investigates why people are moving from traditional SNSs to anonymous SNAs. Using migration theory, we consider the transition through push, pull, and mooring factors. Findings indicate social norms, not anonymity features, drive migration. These findings have important implications for developers and researchers.