Social Media Fatigue and the Advertising Industry: How are Consumers, Clients, and Content Creators Dealing with the Pressure to be Constantly Connected?

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Abstract

This session is important to advertising practitioners and educators because it shines light on an oftentimes hidden aspect of brand management in the digital age – the social media brand manager, the complexities of their roles, and high risk of burnout. As more undergraduate students with communication degrees look to social media channels for new career opportunities, it is vitally important for educators and practitioners alike to understand the impact this type of work can have on young workers especially related to mental health and expected availability, among other things. Social media is not fading into the distance any time soon. As a result of this new reality, advertising educators and practitioners must be proactive in defining policies and procedures to help social media workers have sustainable careers in the advertising and marketing industries.

First & Corresponding Author

Laura Bright, Texas Christian University

Authors in the order to be printed.

Laura Bright, Texas Christian University; Kelty Logan, University of Colorado; Ashley English, Texas Christian University; Penny Kwon, Texas Christian University; Jessica Kingman, The Richards Group; Jennifer Hallabough, Firehouse Agency; Kevin Lyons, Governance Sciences Group, Inc.

Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX