Information Overload im Digital Marketing: Entstehung, Auswirkungen und Konsument*innenverhalten

Abstract

The increasing density of stimuli in the digital environment has led to a situation in which consumers are confronted with a vast number of digital advertising messages on a daily basis. Digital advertising, characterized by high frequency, personalization, and multisensory formats, has become increasingly intrusive. As a result, users may experience Information Overload (IO), a condition in which the amount of incoming information exceeds an individual’s cognitive processing capacity. In the context of digital advertising, IO particularly occurs when advertising content is perceived as overly frequent, redundant, irrelevant, or uncontrollable. The consequence is not only an impairment of information processing but also a growing resistance to advertising, which can negatively affect brand perception and purchase behavior in the long term. This thesis is based on a systematic literature review, analyzing over 30 academic sources. The theoretical framework builds on the Cognitive Load Theory (CLT), the Stressor-Strain-Outcome Model (SSO) and the Stimulus-Organism-Response Model (SOR). Based on these models, a multilayered conceptual model was developed that systematically illustrates the relationships between digital advertising stimuli, cognitive, emotional, and behavioral reactions, and their long-term effects, such as brand perception and purchase intention. The study shows that Information Overload is mainly triggered by high advertising frequency, nontransparent targeting mechanisms, inadequate relevance filtering, and algorithmically generated content. This results in typical consumer responses: cognitive reactions such as banner blindness and reduced ad recall; emotional responses like irritation, frustration, or a sense of loss of control; and behavioral responses such as ad avoidance, the use of ad blockers, or a conscious avoidance of switching platforms. These responses ultimately impair the perception and evaluation of digital advertising and the associated brands. Consequently, trust, brand attachment, and purchase intention tend to decrease. The developed model provides a theoretical overview that systemically maps the key influencing factors and consumer responses related to Information Overload in digital advertising. It offers a structured foundation for further research and practical guidance for designing user-oriented advertising strategies in overstimulated digital environments.

Date of Award	2025
Original language	German (Austria)
Supervisor	Wolfgang Jonas Weitzl (Supervisor)