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

PurposeSocial 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/approachBased 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.FindingsResearch 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/valueThe 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.