FASHION MARKETING AND INFLUENCE: A CASE STUDY OF TIK TOKER JORDANNA MAIA

Resumo

With the emergence of new means of communication, the fashion sector recognized marketing as an essential tool to win over the target audience and boost sales, being widely adopted by several brands seeking to stand out among the competition and establish connections with customers. The growth of social media has given rise to virtual community apps such as Tik Tok, which has gained widespread visibility since its launch in 2016. With its success, the app has created new online growth opportunities for its users. In this context, new content creators become fashion icons for their followers and viewers, demonstrating a new form of influence in this market. Given the innovative nature of the Tik Tok app, brands are seeking to understand its dynamics and its relationship with fashion, as well as identify relevant users in this context. This case study of Jordanna Maia aims to understand her relationship with content creation for TikTok, especially in fashion. Thus, the problem that guides this study is “How Jordanna Maia creates fashion marketing content on TikTok?”. Having as a methodological basis the use of basic and exploratory research, the approach to the problem is of a quali-quanti category, using bibliographical, documentary, netnographic and case study research, analyzing posts and content present on Jordanna Maia's social networks. Findings reveal that Jordanna effectively leverages TikTok’s dynamic features, blending creativity, authenticity, and trend alignment to engage her audience and attract brand partnerships. Her innovative ventures, including the creation of a virtual avatar for the metaverse, further illustrate her forward-thinking approach to digital fashion marketing. This study provides insights into the evolving role of influencers in shaping fashion marketing strategies.