Online influencers: Addiction, dependency, and gamification

Social media causes online addiction through gamification and the attainment of misused social capital. Research has shown that at present people check and use their mobile phones more than ever. This usage of the technological devices and the internet influences the user to participate online, especially on social media where they can interact with others and presumably improve the self. The study investigates how the visuals on social media, the uploaded content and the gamification elements, causes users to remain online for a longer period of time. Irish influencer, Rozanna Purcell, and Australian influencer, Bonny Rebecca, are used to determine where the visual persuasion occurs on social media. The analysis of the influencer’s online behaviour demonstrates that despite having power to influence their followers, they too, as influencers, become digitally dependent and influenced by social media. This study suggests that when the individual becomes informed of the design and psychology manipulation on social media, that they are able to prevent themselves from becoming addicted to social media.