Vol. 10 No. 3 (2025): Turkish Journal of Marketing
Articles

Digital consumer fatigue: A conceptual model proposal

PDF (Turkish)
  • Sinem Sargın
Sinem Sargın
Res. Assist. Dr., Nuh Naci Yazgan University, Kayseri, Türkiye

Published 01/04/2026

Keywords

  • Digital Consumer Fatigue, Digital Burnout, Attention Economy, Digital Avoidance, Social Media

Copyright (c) 2026 Sinem Sargın

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Digital consumer fatigue: A conceptual model proposal. (2026). Turkish Journal of Marketing, 10(3), 115-142. https://doi.org/10.30685/tujom.v10i3.223

Abstract

Digital consumer fatigue refers to the mental, emotional, and behavioural exhaustion individuals experience from constant stimulation, exposure to information, and interaction on digital platforms. Therefore, digital fatigue is a state of exhaustion that manifests in behavioural, emotional, and cognitive dimensions. This study adopts a conceptual approach, reviewing literature in marketing, consumer behaviour, and digital communication to propose a model of digital consumer fatigue. The dimensions of digital consumer fatigue, its personal, technological, and socio-cultural antecedents, and its consequences for consumer behaviour and mental and psychological well-being are explained in detail, followed by a proposed conceptual model and 15 sample hypotheses. The model and sample hypotheses provide a fundamental framework for future empirical research and interdisciplinary studies. This study also guides practitioners and marketing managers in developing attention-friendly strategies.

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