1.
Harsh Kashyap
– Student, Department of Business Administration, GNDEC, Ludhiana, Punjab, India.
2.
Param Pal Singh
– Professor, Department of Business Administration, GNDEC, Ludhiana, Punjab, India.
3.
Ramneek Kaur
– Associate Professor, Business Administration, GNIMT, Ludhiana, Punjab, India.
Abstract
The rapid expansion of social media marketing has given rise to a growing phenomenon known as digital fatigue. Despite increasing scholarly attention, existing research remains fragmented. It lacks a coherent understanding of how digital fatigue shapes consumer perceptions and engagements with social media marketing. This study presents a systematic review of 16 peer reviewed studies. The 16 studies are empirical in nature. The aim of the study is to synthesise evidence on the antecedents, manifestations, mediators, moderators and impacts of digital fatigue on social media marketing environments. Importantly, the findings suggest that digital fatigue is a central
mediating mechanism between the overload and intrusiveness. It translates into diminished engagement and adverse purchase-related outcomes. The review also highlights the role of moderators, such as user traits, exposure intensity, content relevance, etc., in shaping fatigue effects. The review includes a conceptual framework that illustrates the relationships between these variables. The theoretical and managerial implications of the same for designing user-centric and sustainable social media marketing strategies have been included as well.
Keywords Digital Fatigue, Social Media Fatigue, Consumer Perception, Digital Marketing, Social Media Marketing, Consumer Engagement
