TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE INFLUENCE OF TIKTOK ON THE ATTITUDE AND CONSUMPTION OF GENERATION Z: A CASE STUDY ON THE STANLEY BRAND | ||||||||||||
| Autor(es): |
CAMILA MENEZES MARTINS |
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| Colaborador(es): |
BARBARA PAGLIARI LEVY - Orientador |
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| Catalogação: | 18/JUL/2025 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=71680@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=71680@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.71680 | ||||||||||||
| Resumo: | |||||||||||||
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This study investigates how TikTok’s ephemeral trends influence Generation Z’s
attitude and consumption, using the Stanley brand as an example. The platform is
analyzed as a symbolic environment where products gain value through viral
content, aesthetics, and social belonging. The study adopts the tripartite model of
attitude formation, combining cognitive, affective, and behavioral components. A
quantitative method was used, based on a questionnaire applied to individuals
born between 1995 and 2010. Results show that content repetition, fear of
exclusion (FOMO), and the desire to stay updated directly influence purchase
intentions. It concludes that TikTok functions as a symbolic mediator in youth
consumption, demanding brand strategies aligned with digital ephemerality.
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