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Social media has become vital in Generation Z users' daily lives, as they are the most connected group through social media; however, studies have shown the negative side of using social media heavily, particularly loneliness. Furthermore, the COVID-19 pandemic has contributed to the significant growth of social media use with Generation Z users, which has shown to cause negative psychological effects. This book explores the behaviors of Generation Z consumers on various social media platforms (including interaction with brands as well as persons) and, using results from a Bergen Social Media Addiction Scale (BSMAS) analysis, explores the potential risks and causes of social media addiction in this generation. In particular, it offers an integrative model to help marketers understand social media addition and ways in which companies and associations can promote a more conscious use of social media by acknowledging that pathological use of social media has negative effects. This book is useful for students, researchers, scholars interested in empirical research on consumer social media use and addiction.

Internet marketing. --- Consumer behavior. --- Social media addiction. --- Generation Z. --- Social responsibility of business. --- Business --- Corporate accountability --- Corporate responsibility --- Corporate social responsibility --- Corporations --- CSR (Corporate social responsibility) --- Industries --- Social responsibility, Corporate --- Social responsibility of industry --- Business ethics --- Issues management --- Gen Z --- iGeneration --- Post millennial generation --- Generations --- Population --- Addiction to social media --- Social networking addiction --- Social networks addiction --- Compulsive behavior --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys --- Online marketing --- Web marketing --- World Wide Web marketing --- Electronic commerce --- Marketing --- Social responsibility --- Social aspects --- Social media. --- Public health. --- Consumer Behavior . --- Social Media. --- Public Health. --- Community health --- Health services --- Hygiene, Public --- Hygiene, Social --- Public health services --- Public hygiene --- Social hygiene --- Health --- Human services --- Biosecurity --- Health literacy --- Medicine, Preventive --- National health services --- Sanitation --- User-generated media --- Communication --- User-generated content --- Xarxes socials --- Prevenció en l'ús de les xarxes socials --- Adolescents consumidors --- Generació Z