Article’s

Digital platforms have become central to how brands sustain relationships with consumers, using constant notifications, personalised content and emotionally charged messaging to hold attention across social media, apps and loyalty ecosystems. While this sustained emotional engagement is designed to strengthen brand attachment, it can also impose a psychological toll on consumers in the form of digital fatigue, social comparison pressure, engagement overload and perceived inauthenticity. This study examines how the psychological toll of constant emotional engagement in digital spaces affects consumer loyalty, with reference to consumers who interact with the digital and social media platforms of Shri Renuka Industries. We examine digital emotional fatigue, social comparison and validation pressure, engagement and notification overload, and perceived authenticity erosion as dimensions of psychological toll that influence consumer loyalty. Data was collected using a structured questionnaire administered to consumers who actively follow or engage with the company’s digital platforms and analysed using statistical methods. The results show that all four dimensions of psychological toll exert a significant negative influence on consumer loyalty, with digital emotional fatigue emerging as the strongest predictor. The study contributes to the growing literature on digital marketing fatigue and relationship marketing, and offers managerial insights for organisations seeking to sustain consumer loyalty while moderating the emotional demands of digital engagement strategies.