Technostress Effect in Consumer Context: The Negative Effect of Following Social Media Influencers

Social media and its applications, such as social networks, have become well embedded in modern people’s life. Much research has focused on the good side of social media marketing and adoption. However, very little research was devoted to study the dark-side of social media especially in out of work context. This paper is focusing on the dark side of social media in out of work context. Also utilizes the stress-strain model and social comparison theory to suggest following SMIs as potential technostressor and shopping addiction as a potential negative outcome of technostress.