INFLUENCE OF INFORMATION OVERLOAD AND INFORMATION IRRELEVANCE ON INFORMATION AVOIDANCE BEHAVIOR: THE MEDIATING ROLE OF SOCIAL NETWORK FATIGUE

This paper explores the effects of information overload, irrelevance and fear of missing out on social network fatigue and how social network fatigue has impact on avoidance behavior. This study used quantitative research design and used a survey approach. The data was empirically tested by a survey of 300 Pakistani university students using the social networks service (Facebook). The smartPLS was used to analyze the data. The results show that FOMO, information overload and information irrelevance have positive effect on the social network fatigue. The findings also show the significant relationship between the FOMO and information overload and information irrelevance had association with information overload. The social network fatigue has significant effect on the avoidance behavior. Thus, investigating what triggers users’ social network fatigue and avoidance behavior has been an emerging theme in the recent years, yet there is a lack of discourse that investigates factors of social network fatigue which causes avoidance behavior. In this regrag, the outcomes obtained from the study enhance the understanding of adverse consequences related to the social network usage.