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

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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.

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