Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers

IF 3.5 Q2 BUSINESS
Teresa Fernandes, Rodrigo Oliveira
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引用次数: 0

Abstract

Purpose

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Design/methodology/approach

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Findings

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

Originality/value

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

品牌作为社交媒体疲劳的驱动因素及其对用户脱离社交媒体的影响:年轻消费者的视角
目的社交媒体已成为我们生活中不可避免的一部分。然而,最近的研究表明,过度使用社交媒体可能会导致疲劳和用户脱离。本研究旨在探讨哪些与品牌相关的因素会导致社交媒体疲劳(SMF),以及这些因素对潜伏行为的影响,尤其是对年轻消费者的影响。设计/方法/途径基于对282名社交媒体年轻用户的调查数据,对与品牌相关的SMF驱动因素和结果的整体模型进行了测试,强调了品牌在社交媒体上的存在对用户脱离的影响。研究结果研究表明,品牌内容的超载和不相关性以及品牌广告的侵入性严重影响了SMF,而SMF又在品牌相关驱动因素和潜伏行为之间起着中介作用。作者进一步得出结论,SMF 对潜伏行为的影响对于那些关注更多品牌的用户来说更大。该研究进一步丰富了有关 SMF 的文献,这些文献大多是在品牌领域之外编写的。研究还为品牌如何提高其社交媒体表现提供了有价值的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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