Keywords
How to Cite
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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