A Conceptualization of Social Media Fatigue and Its Dimensions

Purpose - This study aims to conceptualize the construct of social media (SM) fatigue. Design/methodology/approach - A qualitative approach is employed to understand how SM users currently perceive (or interpret) the goals of SM usage and to conceptualize SM fatigue and its dimensions. We collected data through in-depth interviews of three SM users and group discussions among eighty SM users. Findings - we draw a definition of SM fatigue from a resource view that excessive SM use might lead to SM fatigue by depleting the internal resources of SM users. Further, through the analysis of the qualitative data from interviews and group discussions, we find the multi-dimensional nature of SM fatigue and identify five dimensions of SM fatigue fatigue from the social obligation to interact with people, the importance of self-appearance, the quality of information, the quantity of information, and undesirable events and common sources of fatigue in each dimension. Research implications or Originality - The conceptualization of SM fatigue elaborated in this study could enable scientific exploration of the role of SM fatigue in users’ attitudes or behavior formation and change. On a practical front, this study would be valuable to companies by facilitating systematic investigations of their customers’ fatigue through the lens of the SM fatigue dimensions.