<![CDATA[Excessive exposure to influencer-generated information on social media serves as a stressor that elicits consumer confusion as a psychological strain, which subsequently results in online purchase avoidance. This study aims to examine the direct and indirect effects of social media influencer information overload on online purchase avoidance through consumer confusion. An explanatory causal research design was employed, with skincare products serving as the research context. The study sample consisted of 137 Indonesian individuals who use Instagram and TikTok and have viewed or watched skincare-related content shared by social media influencers. Data were analyzed using mediation regression with the Sobel test in SPSS version 29. The findings indicate that social media influencer information overload has a significant effect on consumer confusion, while consumer confusion significantly influences online purchase avoidance. However, social media influencer information overload does not exert a significant direct effect on online purchase avoidance. The Sobel test further confirms that consumer confusion fully mediates the relationship between social media influencer information overload and online purchase avoidance]]>
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