| Abstract [eng] |
THE INFLUENCE OF PSYCHOLOGICAL AND ENVIRONMENTAL FACTORS ON SOCIAL MEDIA FATIGUE AND THE INTENTION TO STOP OR PASSIVELY USE SOCIAL MEDIA Ingrida Kuzborskaja Master's thesis Master's program in Marketing and Integrated Communications Vilnius University, Faculty of Economics and Business Administration Supervisor – Prof. Dr. Karina Adomavičiūtė-Sakalauskė Vilnius, 2026 SUMMARY 71 pages, 21 tables, 9 figures, 142 references. The main objective of this master's thesis is based on the stress-strain-outcome model, to determine how psychological and environmental factors with different effects (stimulating and inhibiting) influence social media fatigue and consumers' subsequent intentions to stop or passively use social networks. The work consists of three main parts: literature analysis, research and its results, conclusions and recommendations. The literature review section examines the motives for using social networks and the consequences of intensive use, defines the concept of social media fatigue, and analyzes the factors that can promote or inhibit social media fatigue. It also discusses the consequences of social media fatigue for users and businesses and presents possible management methods. A quantitative study was conducted – a questionnaire survey involving 269 Instagram users living in Lithuania. Regression and moderation analysis were used. After conducting the study, the author found that fear of missing out, branded content overload, and advertising intrusiveness are significantly related to social media fatigue. The proneness to boredom is positively associated with social network fatigue, but its influence in multiple regression was not statistically significant. Social media fatigue is positively related to both the intention to social media discontinuation and lurking intentions. Perceived social support was found to attenuate the influence of boredom proneness and branded content overload on social media fatigue but did not attenuate the influence of fear of missing out or advertising intrusiveness. Mindfulness has a significant negative direct effect on social media fatigue and weakens the influence of advertising intrusiveness but does not moderate the influence of other factors (branded content overload, fear of missing out, boredom proneness). Social media fatigue is a multifaceted phenomenon that is most strongly influenced by psychological (fear of missing out) and environmental factors (branded content overload, advertising intrusiveness). Fatigue negatively affects consumer well-being and behavior, encouraging both the discontinuation and lurking intentions on social media, which poses challenges for businesses and organizations. Although social support and mindfulness can help reduce the impact of certain factors on fatigue, their influence is not equally strong in all cases. In order to maintain an active and engaged audience, it is important to pay attention to the quality of content and advertising, promote the emotional well-being of users, and encourage conscious use of social media. The results of the study broaden our understanding of the factors that promote and inhibit social media fatigue and its consequences, provide recommendations for marketing professionals, and point to directions for further research. |
