Effect of Social Media Fatigue on Purchasing Decisions with Reference to Gen-Z Consumers

As social media usage continues to rise globally, particularly among Generation-Z, concerns about social media fatigue have emerged. Social media fatigue means a burnout and tiredness due to prolonged engagement with social networking platforms. This research explores the intersection of social media fatigue and Generation-Z's online shopping behaviour. Through a quantitative analysis of demographic characteristics, social media engagement patterns and purchasing behaviour, the study seeks to bring out the factors influencing Gen Z's online shopping decisions in the context of mental exhaustion. Past research showed that while social media fatigue is not influenced by various psychological and demographic factors, its direct link to online shopping behaviour is weak. However, the study emphasizes the importance of self-regulation, stress management, and balanced lifestyle practices in overcoming the adverse effects of social media fatigue. Businesses can leverage these findings to develop targeted strategies for engaging with Generation-Z consumers on social media platforms while minimizing the risk of fatigue. Ultimately, this study underscores the need for a nuanced understanding of social media consumption patterns and the adoption of proactive measures in promoting digital well-being and resilience in the face of information overload.