Table 1 Measurement scales statistics...

Table 1

Measurement scales statistics

Measures	Loadings	Means	α	CR (AVE)
SMF: social media fatigue (Zhang et al., 2016; Adhikari and Panda, 2020)			0.839	0.903 (0.756)
Sometimes I feel bored and tired of using social media	0.886	4.10
I am at times disinterested on whether something is happening on social media	0.903	3.94
Sometimes I feel worn out from using social media	0.817	4.12
When it comes to brands’ presence on social media…
BCO: branded content overload (Bright et al., 2015; Adhikari and Panda, 2020)			0.766	0.866 (0.683)
I am likely to receive too much information on brands when using social media when I am using social media	0.795	3.82
The amount of information on brands on social media is overwhelming	0.824	3.83
I feel social media is cluttered with too much information, including on brands	0.859	3.87
BAI: brand advertising intrusiveness (Bright and Logan, 2018; Li et al., 2002)			0.824	0.895 (0.739)
When branded ads are shown on social media, I find them invasive	0.879	3.50
When branded ads are shown on social media, I find them intrusive	0.838	3.51
When branded ads are shown on social media, I find them interfering	0.862	3.59
BCI: branded content irrelevance (McKinney et al., 2002)			0.787	0.875 (0.700)
I feel that the brands’ content on social media is not always applicable to me	0.877	4.10
Brands’ content on social media is often not related to my interest	0.832	3.91
In general, brands’ content on social media is irrelevant to me	0.799	3.84
LB: lurking behavior (Kefi and Maar, 2020)			0.812	0.888 (0.726)
I browse posts published by brands, but I hardly ever comment	0.861	4.54
I watch photos or videos published by brands, but I seldom share them	0.917	4.06
I read comments of other followers about brand content, but I rarely post any	0.772	4.34

Measures	Loadings	Means	α	CR (AVE)
SMF: social media fatigue (Zhang et al., 2016; Adhikari and Panda, 2020)			0.839	0.903 (0.756)
Sometimes I feel bored and tired of using social media	0.886	4.10
I am at times disinterested on whether something is happening on social media	0.903	3.94
Sometimes I feel worn out from using social media	0.817	4.12
When it comes to brands’ presence on social media…
BCO: branded content overload (Bright et al., 2015; Adhikari and Panda, 2020)			0.766	0.866 (0.683)
I am likely to receive too much information on brands when using social mediawhen I am using social media	0.795	3.82
The amount of information on brands on social media is overwhelming	0.824	3.83
I feel social media is cluttered with too much information, including on brands	0.859	3.87
BAI: brand advertising intrusiveness (Bright and Logan, 2018; Li et al., 2002)			0.824	0.895 (0.739)
When branded ads are shown on social media, I find them invasive	0.879	3.50
When branded ads are shown on social media, I find them intrusive	0.838	3.51
When branded ads are shown on social media, I find them interfering	0.862	3.59
BCI: branded content irrelevance (McKinney et al., 2002)			0.787	0.875 (0.700)
I feel that the brands’ content on social media is not always applicable to me	0.877	4.10
Brands’ content on social media is often not related to my interest	0.832	3.91
In general, brands’ content on social media is irrelevant to me	0.799	3.84
LB: lurking behavior (Kefi and Maar, 2020)			0.812	0.888 (0.726)
I browse posts published by brands, but I hardly ever comment	0.861	4.54
I watch photos or videos published by brands, but I seldom share them	0.917	4.06
I read comments of other followers about brand content, but I rarely post any	0.772	4.34

Source: Authors’ own work

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