FACTORS INFLUENCING SOCIAL MEDIA FATIGUE AMONG GENERATION Z CONSUMERS: EMPIRICAL EVIDENCE FROM THE FASHION INDUSTRY IN SRI LANKA

Abstract

1. Introduction Players in the Sri Lankan fashion industry leverage extensive social media marketing to enhance visibility and sales. However, this approach often prioritizes profit and competition at the expense of users' mental health. Consequently, consumers experience significant social media fatigue due to overwhelming unwanted content, leading to disengagement from interactions with fashion brands. This research addresses this issue by identifying the factors contributing to social media fatigue among Generation Z consumers, drawing on empirical evidence from the fashion industry in Sri Lanka. 2. Research Methodology Drawing from an extensive literature review, this study conceptualizes branded content overload, branded content irrelevance, and brand advertising intrusiveness as critical determinants of social media fatigue. Using the deductive research approach, a structured questionnaire was distributed to 384 Generation Z individuals who follow at least one fashion clothing company on social media and are currently experiencing social media fatigue, utilizing the purposive sampling technique. Hypotheses were tested through correlation and multiple linear regression analyses. 3. Findings and Discussion The findings revealed that branded content overload, branded content irrelevance, and brand advertising intrusiveness significantly influence social media fatigue among Generation Z fashion consumers in Sri Lanka, as hypothesized. Notably, brand advertising intrusiveness was identified as the most significant contributor to social media fatigue within this demographic. 4. Conclusion and Implications This study provides valuable insights for fashion companies, illustrating how social media fatigue can diminish consumer interest, regardless of product quality. Further, it highlights opportunities to mitigate social media fatigue, ultimately enhancing customer engagement and boosting revenue in the long run.