In recent years, the contact between consumers and companies have grown significantly due to the irruption of online media in our lives, specifically social networks. These have allowed greater contact and relationship between the two, as well as giving companies the opportunity to improve their image, transmit their brand or reach a greater number of consumers. We are facing a highly connected world where consumers play a fundamental role in relation to companies. As we mentioned earlier, more and more companies are using these channels to interact with the public.
On the other hand, a new marketing strategy called influencer marketing is on the rise, which allows companies to increase the visualisation and expansion of their brand. The emergence of these people has had a beneficial influence on brands, as they manage to amplify the positive messages of their products, gain reputation and prestige or increase traffic to their websites, amongs others.
The so-called influencers are followed by an audience with a high purchasing power and very consumerist, the Z Generation. Taking into account that we live in a materialistic society determined to point out that the path to happiness is consumption, added to the ease and speed of online commerce, has triggered the inevitable, the rise of compulsive shopping.
For this reason, this project aims to identify the influence of online media as a trigger for addictive behaviour in young people, given that the use of the Internet sometimes has negative consequences for users if it is used inappropriately and abused.