Influência da rede social TikTok no consumo e interesse por produtos e marcas de moda na geração Z

Abstract

The present work contributes to the theme of fashion as non-verbal communication and its role in human interaction, history, art and culture over the years. This study has the general objective of analyzing the influence of the social network TikTok on the interest and consumption of products and fashion brands in Generation Z, with this public and TikTok being emerging issues of great importance for brands and organizations. Among the specific objectives of this work was to analyze the impact of social networks on the forms of consumption of information and products, to analyze the behavioral characteristics of Generation Z, as well as their consumption trends and interaction with products and brands, and an analysis of the evolution of the fashion industry and its adaptation to new forms of digital interaction and new contemporary influencing agents. The study contributes to the theme of fashion as non-verbal communication and its role in human interaction, history, art and culture over the years. In this study, it is evident the need for contemporary fashion brands to pay attention to new possibilities within the universe of the new generation, whether through digital initiatives, positioning within social networks or even better understanding the themes of interest to this public. [resumo fornecido pelo autor]