<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The individuals and especially the young ones live in a certain online information and communication bubble. The aim of this paper is to present certain aspects related to social media, to the addiction of social media developed by young individuals that are becoming the main online consumers in today’s economy and to identify if a certain social media addiction can affect the consumers, the products that they buy and the brands that they acquire or use. The paper underlines the concept of brand loyalty; its main characteristics and we point out certain advantages and disadvantages in relation to social media and the addiction for the online environment.</p></abstract>

The individuals and especially the young ones live in a certain online information and communication bubble. The aim of this paper is to present certain aspects related to social media, to the addiction of social media developed by young individuals that are becoming the main online consumers in today’s economy and to identify if a certain social media addiction can affect the consumers, the products that they buy and the brands that they acquire or use. The paper underlines the concept of brand loyalty; its main characteristics and we point out certain advantages and disadvantages in relation to social media and the addiction for the online environment.

Can Social Media Addiction Influence the Consumers’ Loyalty for a Certain Brand or Product?

International conference KNOWLEDGE-BASED ORGANIZATION

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The individuals and especially the young ones live in a certain online information and communication bubble. The aim of this paper is to present certain...

Can Social Media Addiction Influence the Consumers’ Loyalty for a Certain Brand or Product?

Published Online: Jul 23, 2019

Page range: 52 - 56

DOI: https://doi.org/10.2478/kbo-2019-0056

Keywords
social media, addiction, brand loyalty, consumers, influence

© 2019 Mircea Fuciu, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Can Social Media Addiction Influence the Consumers’ Loyalty for a Certain Brand or Product?

Published Online: Jul 23, 2019

Page range: 52 - 56

DOI: https://doi.org/10.2478/kbo-2019-0056

Keywordssocial media, addiction, brand loyalty, consumers, influence

© 2019 Mircea Fuciu, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
social media, addiction, brand loyalty, consumers, influence