Advances in Consumer Research, v. 44, pp. 645. Abstract: This study complements loyalty and lock-in theories, examining socio-cultural underpinnings of continued Facebook patronage. It investigates entanglement dynamics – the socio-cultural mechanisms that entangles and entraps consumers within some of their previous consumption patterns. The research identifies four entanglement dynamics: 1) centrality, 2) pervasiveness, 3) others interdependencies, 4) things interdependencies.