Brand Burnout: Conceptualization of the Phenomenon and Coping Strategies

Abstract

The article is devoted to the study of the phenomenon of emotional fatigue from brands in the context of digitalization. The paper presents the author's concept of consumer digital burnout and analyzes the key factors and consequences of this phenomenon. Practical recommendations for adapting marketing strategies have been developed. The scientific novelty of the study lies in a systematic approach to examining emotional fatigue as a complex psychological and marketing phenomenon.