THE ATTENTION ECONOMY'S TOLL: HOW CONSUMER FATIGUE IS RESHAPING DIGITAL MARKETING
DOI:
https://doi.org/10.58246/sj-economics.v61i2.753Keywords:
attention economy, digital fatigue, consumer resistance, psychological reactance, ad avoidance, digital burnout paradox, emotional exhaustion, consumer well-being, digital marketing effectivenessAbstract
Digital marketing operates on an attention-extraction model, but evidence suggests this model is failing. This systematic review synthesizes 31 empirical studies (2015–2026) examining digital fatigue and consumer resistance across Google Scholar, Scopus, and Web of Science following PRISMA guidelines. Key findings reveal three psychological mechanisms: psychological reactance (Shoenberger, Kim, & Sun, 2021; Chen et al., 2019), self-determination violations (Chiu, Sun, & Ismailov, 2022), and emotional exhaustion from information overload (Sheng et al., 2023). Critically, the literature reveals a paradox: while many consumers avoid ads and pursue digital detox (Bograkou & Kontopoulou, 2025; Chen & Kent, 2025), digital burnout can paradoxically increase platform use when driven by internet addiction (da Silva et al., 2024). Consumer resistance manifests as ad avoidance, detox behaviors, and compulsive buying cycles. This review concludes that extraction-based engagement is unsustainable. We propose a novel Integrated Consumer Fatigue Framework (ICFF) linking antecedents (overload, saturation, privacy concerns), psychological mediators (reactance, exhaustion, low self-control), and behavioral outcomes (avoidance, detox, or paradoxical continued use). Moderators include age, self-control, product type, and internet addiction. Brands must prioritize authenticity, autonomy, consumer well-being, and segment-specific strategies.
References
Ali, F., Maqsood, H., & Janjua, Q. (2025). Psychological triggers in online shopping: The influence of scarcity, urgency, and personalization on consumer buying behavior. The Critical Review of Social Sciences Studies, 3(2), 269-289.
Baek, J., Chen, D., Ma, W., & Mitrofanov, D. (2026). Balancing customer engagement and annoyance in online retail: Insights from a field experiment. Available at SSRN 6165626.
Balaskas, S., Konstantakopoulou, M., Yfantidou, I., & Komis, K. (2025). Algorithmic burnout and digital well-being. Societies, 15(8), 232.
Bograkou, E., & Kontopoulou, V. (2025). Ad saturation: The impact of social media ad fatigue on consumer–brand relationships in Greece. [Manuscript submitted for publication].
Burkeman, O. (2019, November 22). 'The attention economy is in hyperdrive': How tech shaped the 2010s. The Guardian. https://www.theguardian.com/culture/2019/nov/22/attention-economy-in-hyperdrive-how-tech-shaped-2010s-oliver-burkeman
Ceylan, M. F., Basal, M., & Gayretli, S. (2024). Impact of digital burnout on consumer perceptions of online shopping. Asian Journal of Individual and Organizational Behavior, 4(1), 7-14.
Chen, J., & Kent, R. (2025). Digital detox: How digital well-being application 'Forest' helps users improve digital health in China. Convergence, 13548565261423992.
Chen, Q., Feng, Y., Liu, L., & Tian, X. (2019). Understanding consumers' reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects. International Journal of Information Management, 44, 53-64.
Chiu, T. K., Sun, J. C. Y., & Ismailov, M. (2022). Investigating the relationship of technology learning support to digital literacy. Educational Psychology, 42(10), 1263-1282.
Cloarec, J. (2020). The personalization–privacy paradox in the attention economy. Technological Forecasting and Social Change, 161, 120299.
da Silva, F. P., Jerónimo, H. M., Henriques, P. L., & Ribeiro, J. (2024). Impact of digital burnout on the use of digital consumer platforms. Technological Forecasting and Social Change, 200, 123172.
Guo, R., & Jiang, Z. (2024). Optimal dynamic advertising policy considering consumer ad fatigue. Decision Support Systems, 187, 114323.
Hafezieh, N., & Pollock, N. (2023). Digital consumers and the new 'search' practices of born digital organisations. Information and Organization, 33(4), 100489.
Jackson, A. (2025). Attention for sale: Youth navigation of autonomy and commodification in the social media attention economy. [Manuscript submitted for publication].
Joye, Y., & Dewitte, S. (2018). Nature's broken path to restoration. Journal of Environmental Psychology, 59, 1-8.
Li, R., Liu, S., Ding, Y., & Zhang, G. (2025). Usage intention and influencing factors of AI-powered intelligent customer service in e-commerce enterprises: An investigative study. Journal of Contemporary Economics and Management, 1(1), 20-38.
Liang, M. (2022). The end of social media? How data attraction model in the algorithmic media reshapes the attention economy. Media, Culture & Society, 44(6), 1110-1131.
Liu, H., Zhang, P., Cheng, H., Hasan, N., & Chiong, R. (2025). Impact of AI-generated virtual streamer interaction on consumer purchase intention: A focus on social presence and perceived value. Journal of Retailing and Consumer Services, 85, 104290.
Mandliya, R., & Solanki, S. (2024). Enhancing user engagement through ML-based real-time notification systems. International Journal for Research in Management and Pharmacy, 13(9).
Maskun, R., Khairi, S. M. M., Sulaiman, M. N. A., Aris, N. M., Omar, M. M., & Mohamed, M. N. (2025). Digital wellbeing among Generation Y in Malaysia. Asia Pacific Journal of Business, Humanities and Education, 10(1), 44-57.
Newman, J. M. (2019). Attention capitalism: The law and political economy of attention markets. University of Miami Legal Studies Research Paper.
Nyrhinen, J., Sirola, A., Koskelainen, T., Munnukka, J., & Wilska, T. A. (2024). Online antecedents for young consumers' impulse buying behavior. Computers in Human Behavior, 153, 108129.
Onișor, L. F., & Ioniță, D. (2021). How advertising avoidance affects visual attention and memory. Journal of Business Economics and Management, 22(3), 656-674.
Sattayathamrongthian, M., Unvilai, K., Panjamanond, E., & Amatyakul, V. (2025). Social media buying pressure, digital fatigue and compulsive purchasing in Thailand. [Manuscript submitted for publication].
Sheng, N., Yang, C., Han, L., & Jou, M. (2023). Too much overload and concerns: Antecedents of social media fatigue and the mediating role of emotional exhaustion. Computers in Human Behavior, 139, 107500.
Shoenberger, H., Kim, E., & Sun, Y. (2021). Advertising during COVID-19: Perceived brand message authenticity and psychological reactance. Journal of Advertising, 50(3), 253-261.
Vaghefi, I., & Turel, O. (2025). Digital detox? Hedonic IT abstinence maintenance. Communications of the Association for Information Systems, 56(1), 557-593.
Yoon, H. S., & Occena, L. G. (2015). Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age. International Journal of Information Management, 35(3), 352-363.
Yusuff, M. (2023). Consumer behavior shifts in the era of digital transformation. [Manuscript submitted for publication].
Yuting, W. (2024). Research on intervention approaches to assist with digital detox. [Manuscript submitted for publication].
Zarantonello, L., Grappi, S., & Formisano, M. (2024). Technological and natural consumption experiences impact consumer well-being. Psychology & Marketing, 41(3), 465-491.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ismail Shinwari
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
CC-By licence - allows a work to be copied, modified, distributed, presented and performance of a work only on the condition that the original author is credited. It is a licence guaranteeing the broadest freedoms for the licensee.
