O hiperconsumo na internet: a influência do marketing e das redes sociais no agravamento da vulnerabilidade do consumidor

Abstract

This monograph deals with the development of consumer relations in the virtual sphere, with a focus on specialized marketing strategies allied to social networks to induce consumerism. The aim of the study is precisely to analyze the impacts of new marketing techniques, linked to the tools available on social networks, as well as the lack of efficient control in virtual relationships and the consequent hypervulnerability of the digital consumer. In order to achieve this, the qualitative research model was used, through bibliographical research into legislation, scientific articles, doctrine, and case law related to the subject. The deductive study shows that current consumerism is a consequence of the commercial culture fostered by large companies since the Industrial Revolution, through massive advertising investment; as well as that marketing, together with social networks, uses artifices to determine what consumers will have access to and influences their decision-making power. Furthermore, the algorithms and tools adopted by companies demonstrate the inadequacy of the regulatory mechanisms that govern electronic relationships. The conclusion is that digital consumers are more vulnerable due to marketing strategies and tricks, combined with the lack of political oversight on social networks.