The Influence of Social Media Buying Pressure on Digital Fatigue and Compulsive Purchasing Among First Jobbers in Thailand

This study explores the psychological mechanisms linking social media-induced buying pressure (SMBP), digital consumer fatigue (DCF), and compulsive buying behavior (CBB) among first jobbers in Bangkok, Thailand. As young professionals increasingly engage with digital platforms, they face heightened exposure to curated online content that influences emotional and purchasing responses. Using the Stimulus–Organism–Response (S-O-R) framework, the study suggests a model where social media-induced buying pressure (SMBP) affects compulsive buying behavior (CBB) both directly and through digital consumer fatigue (DCF). A quantitative survey was conducted with 320 participants aged 21–30 in their first three years of full-time employment. Confirmatory Factor Analysis (CFA) showed that the measurements used in the study were reliable and valid, with strong agreement among them. Structural Equation Modeling (SEM) revealed that SMBP significantly predicts both DCF (β = 0.260, p < .001) and CBB (β = 0.470, p < .001). Additionally, DCF significantly predicts CBB (β = 0.270, p < .001), supporting its role as a partial mediator. The indirect effect of SMBP on CBB through DCF was statistically significant (β = 0.070). The findings emphasize the dual pathway - cognitive fatigue and emotional impulsivity-through which social media shapes consumer behavior. This study contributes to digital consumer research and offers practical implications for promoting digital well-being, financial literacy, and responsible marketing strategies in an era of pervasive online influence.