Social media challenges: fatigue, misinformation and user disengagement

Purpose Social networks play a crucial role in daily life, transforming communication and relationship dynamics. However, platform engagement has declined due to user fatigue and disengagement, often worsened by the comparatively lower influence of firm-generated content versus user-created content. This study explores how factors such as user fatigue, discontinuation intentions and misinformation spread affect well-being on social media and influence potential user–firm relationships online. Design/methodology/approach Data were collected through an online survey, followed by a path analysis to determine the relationships between the relevant and stimulus variables. Findings The study reveals that while some users struggle to cope with the pressures of fake news and social interaction overload on social media, others confidently manage these challenges. It suggests that social media has the potential to serve as a sustainable tool for improving user engagement and well-being by empowering individuals and prioritizing high-quality content. Practical implications The findings highlight the need for firms to focus on high-quality content and support users' ability to adeptly manage social media pressure. Originality/value This study provides novel insights into the nuanced impact of social media on user well-being, focusing on the dynamics of fatigue and engagement. This uniquely ties the effects of user- versus firm-generated content to investment strategies on social media platforms. Graphical abstract