ManuScript Details
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Paper Id:
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IJGRD1016
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Title:
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SOCIAL MEDIA FATIGUE AND ITS IMPACT ON BRAND ENGAGEMENT AMONG YOUNG CONSUMERS: RETHINKING SUSTAINABILITY-FOCUSED DIGITAL MARKETING STRATEGIES.
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| Published in: |
International Journal of Global Research and Development |
| Publisher: |
IJGRD |
| ISSN: |
ISSN Applied |
| Volume / Issue: |
Volume 1 Issue 3 |
| Pages: |
9
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| Published On: |
6/11/2026 9:30:20 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Dr.Ranjith Somasundaran Chakkambath |
| Institute: |
AMITY KOCHI |
Co - Author Details
| Author Name |
Author Institute |
| Shiva Sai Boyini |
AMITY KOCHI |
| Aishanida A R |
AMITY KOCHI |
| Cheryl Jane Joseph |
AMITY KOCHI |
| O M Sreya |
AMITY KOCHI |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Social Media Fatigue, Brand Engagement, Sustainability, Digital Marketing, Young Consumers |
| Abstract: |
This study explores the impact of social media fatigue on brand engagement among young consumers, with a specific focus on the implications for sustainability-driven digital marketing strategies. With the increasing prevalence of social media usage, young consumers are facing growing levels of content overload, leading to disengagement from brand interactions. The study aims to examine the relationship between social media fatigue and declining brand engagement, while assessing the effectiveness of sustainability-focused marketing in enhancing consumer engagement. Data were collected through a structured questionnaire using a Likert scale, with Chi-square and correlation analyses applied to understand the influence of demographic variables and the relationship between social media fatigue, brand engagement, and sustainability initiatives. The findings are expected to provide valuable insights for marketers seeking to design more effective, sustainability-driven strategies that resonate with the younger generation. This research contributes to the growing body of literature on the intersection of digital marketing, consumer behaviour, and sustainability in the digital era. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dr.Ranjith Somasundaran Chakkambath, Shiva Sai Boyini, Aishanida A R, Cheryl Jane Joseph, O M Sreya, "SOCIAL MEDIA FATIGUE AND ITS IMPACT ON BRAND ENGAGEMENT AMONG YOUNG CONSUMERS: RETHINKING SUSTAINABILITY-FOCUSED DIGITAL MARKETING STRATEGIES.", International Journal of Global Research and Development,
vol. 1, no. 3, pp. 19-27, 2026.
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MLA
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Dr.Ranjith Somasundaran Chakkambath, Shiva Sai Boyini, Aishanida A R, Cheryl Jane Joseph, O M Sreya "SOCIAL MEDIA FATIGUE AND ITS IMPACT ON BRAND ENGAGEMENT AMONG YOUNG CONSUMERS: RETHINKING SUSTAINABILITY-FOCUSED DIGITAL MARKETING STRATEGIES.." International Journal of Global Research and Development,
vol 1, no. 3, 2026, pp. 19-27.
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APA
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Dr.Ranjith Somasundaran Chakkambath, Shiva Sai Boyini, Aishanida A R, Cheryl Jane Joseph, O M Sreya (2026). SOCIAL MEDIA FATIGUE AND ITS IMPACT ON BRAND ENGAGEMENT AMONG YOUNG CONSUMERS: RETHINKING SUSTAINABILITY-FOCUSED DIGITAL MARKETING STRATEGIES.. International Journal of Global Research and Development,
1(3), 19-27.
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SOCIAL MEDIA FATIGUE AND ITS IMPACT ON BRAND ENGAGEMENT AMONG YOUNG CONSUMERS: RETHINKING SUSTAINABILITY-FOCUSED DIGITAL MARKETING STRATEGIES.
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