|
ENGAGING CONTENT AND CUSTOMER BACKLASH: HOW FOMO AND FATIGUE DRIVE NEGATIVE ENGAGEMENT ON DOUYIN |
|---|---|
| รหัสดีโอไอ | |
| Creator | Li YANG |
| Title | ENGAGING CONTENT AND CUSTOMER BACKLASH: HOW FOMO AND FATIGUE DRIVE NEGATIVE ENGAGEMENT ON DOUYIN |
| Contributor | Yuanfeng CAI |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2569 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | Article 7 |
| Keyword | Direct Negative Customer Engagement, Social Media Fatigue, Social FOMO, Remunerative and Relational Content, Stressor-Strain-Outcome (SSO) Framework |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/284521 |
| ISSN | 2730-3683 |
| Abstract | While social media content is traditionally designed to foster brand-customer interaction, emerging evidence indicates that engagement-oriented strategies can unintentionally provoke severe customer backlash. Grounded in the Stressor-Strain-Outcome (SSO) framework, this study comprehensively investigates how remunerative and relational content strategies on Douyin trigger direct negative customer engagement. Analyzing survey data from 510 active Douyin users via partial least squares structural equation modeling (PLS-SEM), the research uncovers a dual serial mediation mechanism. The empirical results robustly demonstrate that continuous exposure to both remunerative and relational content significantly intensifies users' social fear of missing out (FOMO). This heightened psychological strain subsequently escalates into social media fatigue, a state deeply characterized by emotional exhaustion and cognitive overload. Ultimately, this fatigue directly precipitates negative behavioral outcomes, specifically including public complaints, brand criticism, and intentional avoidance. By illuminating how ostensibly engaging marketing messages operate as psychological stressors, this research significantly advances contemporary literature on the dark side of customer engagement. The findings provide marketing managers with critical, actionable insights into designing emotionally sustainable content strategies that actively mitigate reputational risks in highly saturated digital ecosystems. |
