A exploração da vulnerabilidade psicológica do consumidor como mecanismo de dominação pelos influenciadores digitais

Abstract

This research aims to examine how digital influencers contribute to increasing consumers' psychological vulnerability, leading them to exacerbated and increasingly less conscious consumption. This study addresses debates about the accountability of digital influencers, in addition to analyzing specific cases of transgressions that harmed consumers. Therefore, we analyzed how consumer vulnerability is evident in the context of social networks, especially with a focus on psychological vulnerability. Therefore, this work proposes a reflection on the consumer's psychological vulnerability, which does not receive as much emphasis and prominence as other types of vulnerability, but has significant importance in the context of contemporary society, especially due to the advent of the internet and social networks