Influencers: un análisis del fenómeno social a partir del Derecho de Consumo y la Protección de Datos Personales

Abstract

Since the regulatory development of the activities of the so called extimacy doctrine began in the early 1970s, reflected in the control of the automated processing of personal data, the world has known substantial changes both in the development of technologies and in the uses that they have motivated for the growth of the mass consumption of goods and services. Particularly, after the appearance of Big Data and its derivatives, the explosion of social networks in the last twenty years has caused the emergence of an infinity of new markets and ventures from the tools constituted in a voluminous way. The phenomenon of influencers as socioeconomic behavior is not only of great interest in the study of this global context, but also imports a series of risks and opportunities in the specific approach of its target market in the specific approach of your target market and, therefore, it is important to analyze the factors from the perspective of consumption and regulatory control to guarantee the protection of personal data (data privacy).