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EMAC 2020 Regional Conference


An investigation into the extent to which evolving digital marketing has enhanced manipulative marketing and the impacts on vulnerable consumers
(R2020-84749)

Published: September 16, 2020

AUTHORS

Irene Garcia, Glasgow Caledonian University; Chloe Campbell, Glasgow Caledonian University; Marián Navarro-Beltrá, Universidad Católica de Murcia (UCAM)

KEYWORDS

Digital Marketing; Manipulative marketing; Vulnerable consumers

ABSTRACT

This research aims to investigate the extent to which evolving digital marketing has enhanced manipulative marketing and the impacts that this may have had on vulnerable groups. A mixed-method research choice was selected, comprising of online questionnaires and semi-structured interviews to gather the empirical data. Statistical software and thematic analysis were used to analyse the data. The research concluded that digital marketing has enhanced manipulative tactics and that young people can be categorised as a group considered to be more vulnerable. It was concluded that there are also contextual circumstances affecting all consumers who do not carry an enduring characteristic,