Exploring the dark side of continuous social media brand community participation on consumer psychological ill-being: initial vs sustained participation

Purpose
This study explores the dark side effects of continuous social media brand community (SMBC) participation on consumer psychological ill-being.

Design/methodology/approach
A two-wave online quantitative survey was conducted over a 12-month period, involving 805 consumers with prior experience participating in social media brand communities. The proposed model was analyzed using structural equation modeling (SEM) with AMOS 26.0.

Findings
The research indicates that individuals using social media for escapism are significantly linked to their SMBC participation and the experience of social media fatigue. Over time, participation in SMBC was found to greatly influence both social media fatigue and information overload. Notably, while negative emotions were closely tied to consumer psychological ill-being, information overload did not exhibit the same connection. Additionally, social media fatigue served as a mediator between SMBC participation and negative emotions. Similarly, negative emotions acted as a mediator between social media fatigue and psychological ill-being.

Research limitations/implications
This research examined the dark side of using social media as an escape and continuous participation in SMBC, employing a two-wave quantitative methodology. The study was confined to brand communities on the Facebook platform. This presents a limitation in terms of the broade applicability of the findings, as the analysis did not encompass a comprehensive range of social media platforms.

Practical implications
The study highlights the importance of managers maintaining order and promoting an environment of fairness on social media platforms to minimize negative emotions and reduce tensions among users. Additionally, governments can collaborate with social marketing agencies and NGOs to raise awareness about the potential adverse effects of excessive social media use, particularly focusing on protecting young people who are more susceptible to its negative impacts.

Originality/value
This research stands out as one of the few studies examining the potential negative aspects of SMBC activities, offering a meaningful addition to the existing body of literature on SMBC and psychological ill-being. Grounded in the theory of compensatory Internet use and the stressor-strain-outcome model, it provides valuable insights into the darker side of consumer social media escapism and participation in SMBCs, particularly in relation to their psychological ill-being.