Work

The cross-domain effect of perceived homogenization of social media content on consumer impatience

Year: 2025

Type: article

Abstract: The perceived homogenization of social media content, largely driven by recommendation algorithms, has emerged as a prominent feature of contemporary digital experiences. The current research examines how the perceived homogenization of social media content influences downstream impatience in subsequent consumption activities. Findings from five studies reveal that the perceived homogenization of social media content induces consumer impatience across multiple behavioral contexts, including: (1) reduced patience for webpage loading times, (2) increased willingness-to-pay for expedited shipping, (3) preference for smaller-sooner (vs. larger-later) rewards, and (4) greater likelihood of breaking rules to save time. This effect is mediated by consumers’ perceived waste of time, supported by both direct measurements and a moderation-of-process approach. These findings contribute to the literature on the perceived homogenization of social media content and consumer impatience, while offering practical insights for marketing strategies and human well-being.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2025.115723

Authors: Xianzheng Fei, Weilin Ke, Haiyan Wang

Institutions: Zhongnan University of Economics and Law, Jiangxi Normal University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $4,440

Funders: National Natural Science Foundation of China, Fundamental Research Funds for the Central Universities