The The effects of content overload, content irrelevance, and content intrusiveness in e-advertisements on lurking behavior through social media fatigue on TikTok
Keywords:
content overload, content intrusiveness, social media fatigue, lurking behavior, TikTokAbstract
The escalating intensity of e-advertisements on TikTok raises concerns regarding social media fatigue and passive user behavior. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study examined the influence of content overload, content irrelevance, and content intrusiveness on lurking behavior, with social media fatigue as a mediator, among TikTok users in Indonesia. A quantitative causal design was employed, collecting data via structured questionnaires from 204 active TikTok users aged 17 and above. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results showed that content overload and content intrusiveness had a positive and significant effect on social media fatigue, whereas content irrelevance did not exert a significant effect. Social media fatigue was also found to have a positive and significant effect on lurking behavior, and fully mediated the effects of content overload and content intrusiveness on lurking behavior. Notably, content intrusiveness exerted a stronger effect on fatigue than content overload, indicating that ad format intrusiveness is a more potent trigger than mere volume in algorithmic short-form video environments. These findings extend the S-O-R framework to passive behavioral responses and highlight selective attention mechanisms for irrelevant ads. Digital marketers are advised to prioritize non-intrusive ad formats and implement frequency caps to mitigate lurking behavior among TikTok users.
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