Scroll immersion and short-form video use: Predictors of attention, memory, and fatigue among Saudi social media users.

The widespread adoption of short-form video platforms has raised concerns about their potential impact on users' cognitive functioning. This study investigated the associations between short-form video use, scroll immersion, and perceived cognitive outcomes, specifically attention difficulty, working memory disruption, and cognitive fatigue, among social media users in Saudi Arabia. Adopting a cross-sectional correlational design, data were collected from 745 participants using a non-probability quota-based sampling strategy and a validated self-report instrument. Structural equation modelling revealed that usage frequency/duration and scroll immersion significantly predicted adverse cognitive outcomes. Scroll immersion, defined as habitual and unintentional engagement, consistently predicted all three outcomes. Moderation analysis showed that average daily screen time and gender influenced the relationship between usage and fatigue, while age did not. These results suggest that behavioural patterns of media engagement may be more influential than demographic characteristics in shaping cognitive strain. The findings support the need for targeted interventions promoting intentional media use and self-regulation strategies. Future research should employ objective cognitive assessments and longitudinal designs to better understand the direction and persistence.