The Impact of Social Media Advertising Fatigue on Consumer's Purchase Decision

Abstract

The primary objective of this study was to examine the impact of advertising fatigue specifically the dimensions of Repetitiveness of Ads (ROI), Intrusiveness of Ads (IOA), and Annoyance/Irritation (A) on consumer Purchase Decision (PD) in the context of social media advertising. The study also investigated the mediating role of Techno-Stress dimensions and Information Overload (IO) in shaping these relationships. A quantitative research design was adopted using a structured questionnaire administered to 359 active social media users. Data were analyzed using SPSS and the PROCESS Macro Model 4 to perform reliability assessments, correlation analysis, multiple regression, and mediation analysis. The results revealed that IOA and ROI significantly influenced purchase decisions, with IOA emerging as the most dominant factor. Annoyance did not show a significant direct effect but had a mediated impact through IO. Among all mediators, Information Overload was the only statistically significant pathway, while Techno-Stress dimensions did not significantly mediate any relationships. The study confirms that cognitive overload is the primary mechanism linking advertising fatigue to reduced consumer engagement and decision-making. This study contributes to digital marketing literature by integrating the Stimulus-Organism-Response (S-O-R) model and Cognitive Load Theory to explain how advertising fatigue affects consumer behavior. With Information Overload serving as the main variable, the study gives helpful advice to marketers and those developing digital platforms on improving their ad systems and reducing stress for users in crowded markets.