Consumo impulsivo na geração Z mobile: um olhar relacional

Abstract

Generation Z mobile was the first to be born already inserted in the digital universe and this affected them in several ways. Young people belonging to this generation dedicates a large part of their day to the virtual environment, being always connected through their mobile devices. Within this universe, young people can play 2 roles: producers and consumers of content. As content producers, digital influencers stand out. In this context, this study sought to understand the influence caused by the content shared by digital celebrities and the type of purchase generated as a result of this influence, especially when focusing on Gen Z. Thus, the present research aimed to understand the relationship between the use of mobile devices, the consumption of content from digital influencers and impulsive consumption in mobile generation Z. The research was carried out with an exploratory qualitative approach, through semi-structured interviews. The research participants were individuals born between 1991 and 2010, therefore belonging to generation Z. Thus, 21 adolescents and young people who have mobile devices, as well as profiles on virtual social networks, were interviewed. The interviews were carried out online via video call, through the Zoom platform. In addition, the snowball sampling technique was used. With regard to data analysis, content analysis was performed, based on the three phases established by Bardin. Among the research findings, the relevance of cell phones stands out, with emphasis on virtual social networks, the digital environment where they spend more time connected, and the content of digital influencers. Through the results obtained, the objective is to provide tools to develop actions that revert this consumption by impulse in a consumption with planning, minimizing the negative consequences involved. When reflecting on the impacts that this research will bring, it is possible to consider implications in different areas, including guidelines that encompass significant issues such as financial health, mental health affecting the well-being of individuals, materialism, vulnerability, economy, etc.