Overstimulated consumers: Burnout and the mediating role of digital avoidance and brand silencing

This study examines consumer burnout arising from excessive marketing stimulation in digital environments and investigates the mediating role of digital avoidance and brand silencing behaviours. It argues that frequent exposure to advertisements, campaign notifications and promotional messages in digital media leads to cognitive overload, which in turn results in consumer burnout. The mediating effects of defence mechanisms developed by consumers in response to this overstimulation—specifically digital avoidance behaviours (e.g., skipping ads, deleting apps) and brand silencing behaviours (e.g., muting, blocking notifications)—are analysed. Data were collected via an online survey from 450 active digital users in Turkey, primarily young adults aged 18–45. Previously validated scales measuring perceived marketing burden, digital avoidance, brand silencing and consumer burnout were employed. The data were analysed using SPSS and AMOS, with hypotheses tested through confirmatory factor analysis and structural equation modelling. The findings indicate that excessive marketing stimulation has a significant positive effect on consumer burnout, while digital avoidance and brand silencing behaviours play a significant mediating role. The results highlight the importance of adopting more sustainable and user-oriented marketing communication strategies that prioritise quality over intensity.