Moda em ritmo acelerado: microtendências digitais e comportamento de compra entre mulheres da geração Z

Abstract

The growth of social media and the acceleration of fashion trends have transformed the way consumers come into contact with products, brands, and aesthetic references. In this context, microtrends have gained prominence due to their short cycles of circulation and obsolescence, intensified by digital platforms, influencers, and recommendation algorithms. This study aims to analyze how microtrends disseminated through social media influence impulsive buying behavior, especially when associated with anxiety and Fear of Missing Out (FOMO). The research adopts a qualitative, exploratory, and descriptive approach, using focus group as the data collection technique. Five young adult women belonging to Generation Z, aged between 19 and 23 and from different educational backgrounds, participated in the study. The interpretative analysis of the data revealed that the participants perceive social media as environments that strongly stimulate fashion consumption, where products, trends, influencers, and algorithmic recommendations appear recurrently. The results indicate that the desire to purchase often does not end after acquiring a product, but is continuously renewed through contact with new versions, styles, and references. It was also observed that FOMO acts as a sense of urgency and fear of being left behind in relation to trends valued in digital environments. It is concluded that digital microtrends influence buying behavior by intensifying cycles of desire, acquisition, and replacement, affecting consumers' relationships with brands and products and highlighting the logic of constant updating that characterizes fashion consumption on social media. [resumo fornecido pelo autor]