How Does Information Overload Impact Social Media Fatigue and Consumer Choices in Indonesia and Malaysia?

Abstract

This study aims to examine the effects of information overload on consumer confusion and decisionmaking challenges, with a focus on the mediating role of social media exhaustion. Using a quantitative approach, data were gathered through questionnaires, with purposive sampling applied to select 426 student respondents from Indonesia and Malaysia. The findings show that information overload significantly contributes to social media exhaustion, especially in Indonesia. This exhaustion, in turn, leads to increased consumer confusion, decision difficulties, and delays in decision-making. Information overload in Indonesia has a greater impact on social media exhaustion than in Malaysia, resulting in higher levels of confusion and decision postponement. Additionally, mediating factors like consumer confusion and decision-making challenges further intensify these outcomes. This research provides key insights into how improved information management can enhance decision-making processes and support psychological well-being in today’s digital landscape.

Keywords: Information Overload, Social Media Exhaustion, Customer Confusion, Decision Difficulty, and Decision Postponement.