Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/344245 
Year of Publication: 
2026
Series/Report no.: 
IU Discussion Papers - Marketing & Kommunikation No. 3 (September 2026)
Publisher: 
IU Internationale Hochschule, Erfurt
Abstract: 
Digitalization has profoundly reshaped our everyday communication, social interaction, and relationship practices. Particularly smartphones have become deeply embedded in daily life, influencing attention, presence, and perceived relationship quality. In this context, the concept of digital minimalism - defined as a conscious, reflective, and value-oriented reduction of digital media usage - has gained increasing relevance. This study explores how digital minimalism relates to perceived relationship quality. Based on a qualitative research design, nine semi-structured interviews with participants aged 13 to 62 were conducted and analyzed using the Gioia methodology in line with grounded theory principles. In vivo coding was applied to remain close to participants' language and perspectives. The findings reveal an ambivalent relationship to digital media: while participants rely heavily on smartphones for communication, they also experience distraction, emotional strain, and reduced presence in their social interactions. Indeed, face-to-face interactions are consistently perceived as more meaningful, emotionally rich, and relationally satisfying than digital communication. Although most participants express a desire to reduce their media use, they face both social and structural barriers in doing so. Supportive social environments emerge as a key enabling factor. Overall, the study suggests that digital minimalism can enhance relationship quality by fostering presence, attention, and shared time, particularly when it is socially supported and collectively practiced.
Subjects: 
Digitaler Minimalismus
Beziehungsqualität
digitale Mediennutzung
Grounded Theory
soziale Beziehungen
Smartphone-Nutzung
Selbstregulation
soziale Präsenz
Kommunikation
JEL: 
Z13
I31
D91
Persistent Identifier of the first edition: 
Document Type: 
Working Paper

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