What is it about?
Social networks have become an integral part of daily life, transforming the way we communicate and maintain relationships. However, many people use these platforms less frequently due to feeling overwhelmed and disengaged, especially as company content often has less impact than posts from other users. This study examines the effects of factors such as fatigue, the desire to discontinue social media use, and the spread of misinformation on users' well-being and their online relationships with businesses. To explore this, researchers conducted an online survey and used data analysis to understand the relationships between these factors. The findings indicate that while some users are stressed by fake news and constant online interactions, others manage these challenges effectively. The study suggests that social media can still be a positive force if it focuses on empowering users and providing high-quality, meaningful content. This research is unique in that it examines the impact of social media content on user engagement and highlights strategies businesses can adopt to enhance their digital presence. It emphasizes prioritizing authentic and valuable content to reduce stress and foster better relationships between users and firms.
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Why is it important?
This research offers a timely and comprehensive perspective on how psychological overload, misinformation, and social media fatigue are influencing user behavior online. Unlike previous studies that focus on isolated elements, our work connects these stressors to user well-being and the intention to disengage from platforms. At a time when digital engagement is vital for organizations, brands, and public communication strategies, understanding why users disconnect is critical. This study helps decision-makers, marketers, and platform designers develop more sustainable engagement strategies by highlighting the negative impacts of information and communication overload and the benefits of fostering media literacy. It also provides guidance on how to minimize user fatigue and enhance trust in digital ecosystems.
Perspectives
This study addresses the urgent need to evaluate the unintended consequences of social media use critically. The evidence clearly shows that user fatigue, driven by information and communication overload, and the spread of misinformation, are not isolated phenomena — they are structural outcomes of current digital engagement models. From a research perspective, the findings suggest a need for a shift in how organizations, platform designers, and policymakers approach user engagement. Prioritizing quantity over quality in digital interactions is no longer a sustainable approach. The study reinforces that user well-being must be at the core of any future digital strategy. This work contributes to redefining the agenda: social media platforms must move beyond engagement metrics and actively incorporate safeguards that reduce cognitive strain and promote trustworthy, verified content. Without such changes, user disengagement is likely to continue growing, undermining both public trust and strategic communication efforts.
Flávio Tiago
Universidade dos Acores
Read the Original
This page is a summary of: Social media challenges: fatigue, misinformation and user disengagement, Management Decision, April 2025, Emerald,
DOI: 10.1108/md-04-2024-0868.
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