Geração Z fortalecendo marcas no TikTok: a produção de conteúdo espontâneo em torno do Grupo Boticário

Abstract

The present study aims to understand how UGC - User-Generated Content - is created on the social network TikTok around brands and how it can contribute to strengthening them among Generation Z consumers. The methodology adopts a qualitative approach, initially presenting a bibliographic review, followed by a case study with an analysis focused specifically on TikTok productions. The theoretical framework is structured in three stages. The first stage involves defining the behavior of Generation Z and exploring new possibilities for brand consumption. The second addresses the formation of virtual communities on TikTok and their relationship with entertainment and current communication strategies. The final stage focuses on a case study of brands from the Grupo Boticário and an analysis of spontaneous content production related to them, created by TikTok users. Additionally, a complementary quantitative survey is conducted with Generation Z to understand their perceptions of UGC. At the conclusion of this study, it becomes evident that UGC surrounding brands on TikTok represents an innovation in communication, fostering stronger connections between consumers and brands while engaging a generation born in the internet era - Generation Z. This active and authentic participation by users/consumers in constructing meanings around brands strengthens market relationships today, highlighting the necessity of truth and transparency in communication, particularly in advertising. [resumo fornecido pelo autor]