The impact of artificial intelligence ethical risk perception on social media fatigue-- Based on the moderating effect of nostalgia tendency and nostalgia type

Abstract: How to deal with people’s social media fatigue on social media is an important topic in marketing research. Based on AI ethical risk perception, this paper explores the influence of AI ethical risk perception on social media fatigue, and uses SSO theory to explain the mediating role of social connection. Nostalgia tendency and nostalgia type are further introduced and their moderating effects on AI ethical risk perception and social media fatigue are expounded. The results show that AI ethical risk perception has a significant positive effect on social media fatigue, which is mediated by social bonding. Nostalgia tendency has a significant moderating effect on AI ethical risk perception and social media fatigue, that is, the higher nostalgia tendency, the weaker the positive effect of AI ethical risk perception on social media fatigue. Different nostalgia types also play different moderating roles. The collective nostalgia tendency focusing on the collective and society has a significant moderating effect on the relationship between AI ethical risk perception and social media fatigue, that is, the higher the collective nostalgia tendency, the weaker the positive effect of AI ethical risk perception on social media fatigue. Focusing on their own personal nostalgia had no significant moderating effect. This study enriched the theoretical research on AI ethics and social media fatigue, and in practice helped artificial intelligence and social media platforms lead users to have nostalgia or collective nostalgia, so as to reduce social media fatigue.