Vulnerabilidad de las consumidoras adolescentes: un estudio en un entorno virtual

Abstract

The main objective of this study was to investigate what adolescents consumers vulnerability produces in a virtual environment. A qualitative approach was selected, using documentary research as the method. Data were collected in the virtual environment of Capricho Journal, specifically in Fashion and Beauty sections from January 2013 to June 2014. Research results identified gender, self -concept, socioeconomic condition, lack of knowledge, little experience in consumption, motivation, stigma and discrimination, norms of adolescent sub-culture, excess of information, and the excessive use of Internet as aggravating factors of adolescent consumers vulnerability. The most relevant vulnerability characteristics were: no confidence in terms of self-image, materialism, insecurity, loss of wellbeing, lack of capacity to stand group pressures, confusion and vice in Internet.