Purpose

Social media (SM) provides a range of positive and negative benefits to users, and an SM detox has been suggested as a way to deal with its negative effects. Instagram (IG) is one of Generation Y’s most widely used SM platforms, noted for its addictive potential. Using a journey perspective, the purpose of this research is to map and describe the experiences in the various stages of a detox journey among Generation Y IG users.

Design/methodology/approach

Using an inductive and qualitative approach, empirical data were collected over the stages of the journey using focus groups, self-completion diaries and interviews. The data were coded, analysed and interpreted using thematic analysis.

Findings

The findings of the study show two main motivations for undertaking a detox, namely gaining back control and self-reformation. During the detox, five themes were identified, specifically mood and satisfaction, technological craving, mental well-being, physical well-being and social relationships. Three post-detox behaviours were noted, namely the boomerang effect, conscious consumption and a re-evaluation towards the platform, which impacts future IG use.

Research limitations/implications

By following one group of participants throughout an IG detox journey, the study highlights the detox experiences in each journey stage.

Practical implications

The positive benefits of a detox were experienced by the participants, encouraging future detox and actions by platforms to aid in future detoxes.

Originality/value

This study accompanies one group of participants throughout their detox journey. This enabled the researchers to obtain insights into the detox experience in all phases of the journey. This was undertaken using diverse qualitative methods.