RT info:eu-repo/semantics/article
T1 Walking on the tightrope: Unveiling the addictive power of hedonic motivations and marketing stimuli
A1 Heredero, Laura Carmen
A1 Camarero Izquierdo, María Carmen
A1 Rodríguez Escudero, Ana Isabel
K1 Online shopping addiction
K1 Retail therapy
K1 Marketing stimuli
K1 Hedonic motivations
K1 5311.05 Marketing (Comercialización)
AB 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.
PB Elsevier
SN 0969-6989
YR 2025
FD 2025
LK https://uvadoc.uva.es/handle/10324/76985
UL https://uvadoc.uva.es/handle/10324/76985
LA eng
NO Journal of Retailing and Consumer Services, 2025, vol. 85, p. 104308
NO Producción Científica
DS UVaDOC
RD 07-ago-2025