What question did this study set out to answer?

This study investigates how exposure to social media advertising affects users' feelings of social media fatigue, focusing on the role of advertising literacy in this relationship.

July 24, 2026Journal of Retailing and Consumer ServicesOpen Access

Social media advertising exposure and social media fatigue: The buffering role of advertising literacy

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Authors

NLNianlin LiFudan University CXChangchun XuanXiamen University

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Implication

Randomized trial examines social media advertising exposure effects on fatigue in users, suggesting advertising literacy can mitigate these effects.

Key Points

This study investigates how exposure to social media advertising affects users' feelings of social media fatigue, focusing on the role of advertising literacy in this relationship.
Utilized a large, geographically stratified quota sample from China (N=4384).
Developed a dual-pathway model addressing evaluative strain and boundary violation pathways.
Conducted multi-group analysis and PROCESS-based moderated mediation to assess advertising literacy's role.
Social media advertising exposure did not show a direct effect on social media fatigue.
High advertising literacy significantly weakened the total effect of social media advertising exposure on fatigue.
The indirect effect through ad intrusiveness and privacy concerns decreased as advertising literacy increased.

Cite This Study

Li et al. (2026) studied this question.

synapsesocial.com/papers/6a62ffef395161722cd151fe https://doi.org/10.1016/j.jretconser.2026.104991

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Implication

Randomized trial examines social media advertising exposure effects on fatigue in users, suggesting advertising literacy can mitigate these effects.

Social media advertising exposure and social media fatigue: The buffering role of advertising literacy

Discussion

Member takes

Implication

Key Points

Cite This Study

Social media advertising exposure and social media fatigue: The buffering role of advertising literacy

Discussion

Member takes

Implication

Key Points

Cite This Study

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