2026-05-05T11:34:14Zhttps://uvadoc.uva.es/oai/request

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

00925njm 22002777a 4500 dc Heredero, Laura Carmen author Camarero Izquierdo, María Carmen author Rodríguez Escudero, Ana Isabel author 2025 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. Journal of Retailing and Consumer Services, 2025, vol. 85, p. 104308 0969-6989 https://uvadoc.uva.es/handle/10324/76985 10.1016/j.jretconser.2025.104308 104308 Journal of Retailing and Consumer Services 85 Walking on the tightrope: Unveiling the addictive power of hedonic motivations and marketing stimuli