2026-04-14T19:24:54Zhttps://uvadoc.uva.es/oai/request

oai:uvadoc.uva.es:10324/769852025-07-30T19:01:08Zcom_10324_1180com_10324_931com_10324_894col_10324_1375

Heredero, Laura Carmen Camarero Izquierdo, María Carmen Rodríguez Escudero, Ana Isabel 2025 Producción Científica The rise of online commerce and the trend towards increased consumer exposure to digital content have brought about an emerging phenomenon – particularly among younger consumers–: online shopping addiction. While it has been studied from a psychological standpoint, the influence of online marketing strategies in addiction remains underexplored. Grounded in the uses and gratifications theory, this study examines how hedonic motivations increase exposure to marketing stimuli (social media, promotions, discounts, newsletters, etc.), resulting in online shopping addiction. The findings reveal that, although the consumption of marketing stimuli and online shopping may function as a form of retail therapy, individuals with heightened levels of hedonic gratifications are prone to developing online shopping addiction. This study provides empirical evidence that marketing stimuli play a limited role in driving addiction, as individuals strongly driven by hedonic motivations are inherently more susceptible to developing addictive shopping behaviours. application/pdf https://uvadoc.uva.es/handle/10324/76985 eng Elsevier 5311.05 Marketing (Comercialización) Walking on the tightrope: Unveiling the addictive power of hedonic motivations and marketing stimuli info:eu-repo/semantics/article TEXT UVaDOC. Repositorio Documental de la Universidad de Valladolid Hispana