Background: Even though the use of social media is one of the most popular activities of our time a decline in the number of active users can be observed at present. Users discontinue using social media platforms temporarily or stop the usage permanently. Thereby, the trend to do a social media detox has emerged, meaning users consciously take a break from social media platforms like Instagram, often for a set period of time. Instagram is one of the most widely used social media platforms of the younger generation, especially Generation Y, and is also noted for its addictive potential.

Purpose: Previous studies and scholars have primarily concentrated on the permanent discontinuance of social media, whereby users permanently stop using social media platforms without actively planning to return. Thereby, the focus of the research was often on the social media network Facebook. By studying the journey of intermittent discontinuance of Instagram, the purpose of this research study is to explore Generation Y’s motivation before, experiences and feelings during and post-behavior after a 14-day detox by holistically representing the Instagram Detox Journey.

Method: To fulfil the purpose of this thesis being of exploratory nature, a qualitative research design was applied. Empirical data were collected over 4 weeks, beginning with a focus group discussion before, followed by diary research during and 15 in-depth semi- structured interviews after the detox, and concluding with another focus group discussion at a later time. Using an inductive approach, the data was decoded, analysed, and interpreted using thematic analysis.

Conclusion: The findings of the study show two main motivations before starting the detox: gaining back control and self-reformation. During the detox, five final themes were identified: mood & satisfaction, technological craving, mental well-being, physical well- being, and social relationships. Lastly, three different post-behaviors after completion were noted: the boomerang effect, conscious consumption, and an attitude change. The findings led to the development of the conceptual framework “Instagram Detox Journey”.