Identidade em cena: cultura pop, pertencimento e decisões de compra
DOI:
https://doi.org/10.36517/contextus.2026.96724Palavras-chave:
comportamento do consumidor; comunidades digitais; engajamento digital; identidade cultural; marketingResumo
Contextualização: As decisões de compra de itens vinculados à cultura POP frequentemente ultrapassam a lógica estritamente funcional, sendo orientadas por significados simbólicos, identificação com universos narrativos e vínculos afetivos.
Objetivo: Esta pesquisa investigou de que modo o uso das redes sociais (URS), a nostalgia (NOST), a formação de comunidade (FC) e o vínculo com a cultura POP (VCP) influenciam o comportamento de compra (CC).
Método: Os dados foram coletados por questionário online entre os meses de setembro e dezembro de 2024. A amostra foi composta por 388 respondentes válidos. Para a análise, optou-se pela Modelagem de Equações Estruturais via Mínimos Quadrados Parciais (PLS-SEM), tendo como ferramenta de apoio o software SmartPLS4.
Resultados: Os resultados indicaram que o uso das redes sociais influencia positivamente a formação de comunidade e, principalmente, o vínculo com a cultura POP, enquanto o vínculo com a cultura POP se destacou como o preditor mais forte do comportamento de compra. Adicionalmente, verificou-se que o uso das redes sociais influencia o comportamento de compra tanto de forma direta quanto indiretamente por meio do vínculo com a cultura POP, ao passo que a nostalgia apresentou influência direta de menor magnitude e não sustentou efeitos indiretos via formação de comunidade ou vínculo com a cultura POP.
Conclusões: Os achados reforçam a centralidade do vínculo com a cultura POP como mecanismo explicativo do consumo em ambientes digitais, ao evidenciar que o uso das redes sociais contribui para a compra principalmente quando fortalece a identificação simbólica com esse universo.
Downloads
Referências
Aditya, D., Setyawan, A. A. (2024). The role of brand communities and community engagement in building brand trust in social media. Management Studies and Entrepreneurship Journal, 4(5), 5727-5733. https://doi.org/10.37385/msej.v4i5.3058
Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., & Terrah, A. (2025). Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling. Spanish Journal of Marketing – ESIC, 29(1), 114-135. https://doi.org/10.1108/SJME-08-2023-0219
Appel, G., Grewal, L., Hadi, R., & Stephen, A.T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48, 79-95. https://doi.org/10.1007/s11747-019-00695-1
Ayesha, N. (2024). The impact of social media on consumer behaviour: trends, challenges, and opportunities. ShodKosh: Journal of Visual and Performing Arts, 5(1), 129-140. https://doi.org/10.29121/shodhkosh.v5.i1.2024.1696
Bandyopadhyay, T., Woszczynski, A. B., & Crowell, D. (2025). Musical attributes, cultural dimensions, social media: insights for marketing music to consumers. Journal of Retailing and Consumer Services, 82, 104103. https://doi.org/10.1016/j.jretconser.2024.104103
Becker, T., & Georgiou, D. (2024). “Do you know how nostalgia works?” Pop culture and the uses of the past. In: T. Becker, & D. Georgiou (Ed.) The uses of the past in contemporary western popular culture (pp. 3-22). Palgrave Macmillan, Cham, UK.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. https://www.jstor.org/stable/2489522
Belk, R. W. (1990). The role of possessions in constructing and maintaining a sense of past. Advances in Consumer Research, 17(1).
Bido, D. S., & Silva, D. (2019). SmartPLS3: especificação, estimação, avaliação e relato. Administração: Ensino e Pesquisa, 20(2), 488-536. https://doi.org/10.13058/raep.2019.v20n2.1545
Bingley, W. J., Worthy, P., Wiles, J., & Haslam, S. A. (2026). A social identity theory of digital identity. Perspectives on Psychological Science. https://doi.org/10.1177/17456916261419813
Boym, S. (2017). Mal-estar na nostalgia. História da historiografia, 10(23), 153-165. https://doi.org/10.15848/hh.v0i23.1236
Brasil. (2016). Resolução nº 510, de 7 de abril de 2016. Diário Oficial da União, Brasília, 24 maio, 2016. Seção 1, 44, 45, 46. https://www.gov.br/conselho-nacional-de-saude/pt-br/atos-normativos/resolucoes/2016/resolucao-no-510.pdf/view.
Brown, M. G., Carah, N., Tan, X. Y., Angus, D., & Burgess, J. (2024). Finding the future in digitally mediated ruin: #nostagiacores and the algorithmic culture digital platforms. Convergence: The International Journal of Research into New Media Technologies, 30(5), 1710-1731. https://doi.org/10.1177/13548565241270669
Campbell, J. A., Aragon, C., Davis, K., Evans, S., Evans, A., & Randall, D. P. (2016). Thousands of positive reviews: distributed mentoring in online fan communities. Proceedings of the 19th ACM Conference on Computer Supported Cooperative Work & Social, 691-704. https://doi.org/10.1145/2818048.2819934
Cao, S. (2024). Emotion and cognition: on the cognitive processing model of nostalgia. Frontiers in Psychology, 15, 1440536. https://doi.org/10.3389/fpsyg.2024.1440536
Carvalho, J. H. D. (2011). A publicidade nas redes sociais e a geração Y: a emergência de novas formas de comunicação publicitária. Revista Negócios em Projeção, 2(2), 91-105.
Chadborn, D., Edwards, P., & Reysen, S. (2018). Reexamining diferences between fandom and local sense of community. Psychology of Popular Media Culture, 7(3), 241-249. https://doi.org/10.1037/ppm0000125
Creswell, J. W. & Creswell, J.D. (2021). Projeto de pesquisa: métodos qualitativo, quantitativo e misto. Penso: Porto Alegre, RS, Brasil.
Cui, R. (2015). A review of nostalgic marketing. Journal of Service Science and Management, 8(1), 125-131. https://doi.org/10.4236/jssm.2015.81015
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42. https://doi.org/10.1108/JPBM-06-2014-0635
Dinh, T. C. T., & Lee, Y. (2024). Fear of missing out and consumption-sharing behavior on social media: the moderating role of self-presentation desire and social network type. SAGE Open, 14(4). https://doi.org/10.1177/21582440241295847
Faustino-Dias, A. F., Guterres, J. S., & Marques, J. L. D. (2025). Tecendo conexões virtuais: o papel das comunidades online nas decisões de compra. Revista Observatório, 11(1), a3. https://doi.org/10.20873/uft.2447-4266.2025v11n1a03pt
Félix-Silva, I. A., Faustino-Dias, A. F., Marques, J. L. D., Benites, D., & Duarte, Y. E. F. (2024). Marketing excessivo e repetitivo nas redes sociais e o impacto na irritabilidade do consumidor. Boletim de Conjuntura (BOCA), 19(56), 140-164. https://doi.org/10.5281/zenodo.13731470
Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands. Information Systems Frontiers, 25, 795-817. https://doi.org/10.1007/s10796-022-10264-7
Gautam, U. (2024). The role of culture power: examining the influence of popular culture in shaping global power dynamics. Unity Journal, 5(1), 41-56. https://doi.org/10.3126/unityj.v5i1.63158
Granovetter, M. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360-1380. https://www.jstor.org/stable/2776392
Granovetter, M. (1983). The strength of weak ties: a network theory revisited. Sociological Theory, 1, 201-233. https://doi.org/10.2307/202051
Grębosz-Krawczyk, M., Zakrzewska-Bielawska, A., & Otto, J. (2021). The role of social media in communication of nostalgic brands. Procedia Computer Science, 192: 2413-2421. https://doi.org/10.1016/j.procs.2021.09.010
Gunelius, S. (2008). Harry Potter as a powerful product and brand: an education in marketing and promotion. In: S. Gunelius (Org.). Harry Potter: the story of a Global Business Phenomenon (pp. 36-49). Palgrave Macmillan, London, UK.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Taham, R. M. (2009). Análise multivariada de dados. Bookman: Porto Alegre, RS, Brasil.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R: a workbook. Springer: Cham, Switzerland.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modelling (PLS-SEM): an emerging tool in business research. European Business Review, 26(2), 106-121.
Han, J., & Balabanis, G. (2023). Meta-analysis of social media influencer impact: key antecedents and theoretical foundations. Psychology & Marketing, 41(2), 394-426. https://doi.org/10.1002/mar.21927
Havlena, W. J., & Holak, S. L. (1991). The good old days: observations on nostalgia and its role in consumer behavior. Advances in Consumer research, 18(1), 323.
Hayes, J. L., Brinson, N. H., Bott, G. J., & Moeller, C. M. (2021). The influence of consumer-brand relationship on the personalized advertising privacy calculus in social media. Journal of Interactive Marketing, 55, 16-30. https://doi.org/10.1016/j.intmar.2021.01.001
Henriques, F. M., & Suarez, M. C. (2021). Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing. Cadernos EBAPE.BR, 19(3): 524-537. https://doi.org/10.1590/1679-395120200109
Hepper, E. G., & Dennis, A. (2023). From rosy past to happy and flourishing present: nostalgia as a resource for hedonic and eudaimonic wellbeing. Current Opinion in Psychology, 49, 101547. https://doi.org/10.1016/j.copsyc.2022.101547
Hodkinson, C. (2016). “Fear of missing out” (FOMO) marketing appeals: a conceptual model. Journal of Marketing Communications, 25(1), 65-88. https://doi.org/10.1080/13527266.2016.1234504
Hu, J., & Noor, S. M. (2024). Why we share: a systematic review of knowledge-sharing intentions on social media. Behavioral Sciences, 14(8), 636. https://doi.org/10.3390/bs14080636
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: a perspective of a new emerging era. Frontiers in Psychology, 12, 808525. https://doi.org/10.3389/fpsyg.2021.808525
Ju, I., Kim, J., Chang, M. J., & Bluck, S. (2016). Nostalgic marketing, perceived self-continuity, and consumer decisions. Management Decision, 54(8), 2063-2083. https://doi.org/10.1108/MD-11-2015-0501
Juhl, J., & Biskas, M. (2023). Nostalgia: an impactful social emotion. Current Opinion in Psychology, 49, 101545. https://doi.org/10.1016/j.copsyc.2022.101545
Jungselius, B., & Weilenmann, A. (2023). Keeping memories alive: a decennial study of social media reminiscing, memories, and nostalgia. Social Media + Society, 9(4). https://doi.org/10.1177/20563051231207850
Le, M. T., Thanh, N. T. H., Ngan, P. L. B., Thien, P. H., & Lam, P. N. (2024). Emotional appeal in social advertising on consumer attitude and Purchase intentions. Proceeding of the 2nd International Conference – Resilience by Technology and Design. https://doi.org/10.2991/978-94-6463-583-6_14
Li, Z. (2022). Investigating the link between social media use and need to belong. BCP Education & Psychology, 7, 466-469. https://doi.org/10.54691/bcpep.v7i.2705
Matsubara, Y., & Mizukoshi, K. (2025). Relationships between consumers’ social identity, subjective well-being and behavioral loyalty in brand community. Journal of Marketing Communications, 1-21. https://doi.org/10.1080/13527266.2025.2521722
McIntyre, H. (2023). “The Eras Tour” de Taylor Swift supera outras duas turnês mais lucrativas de 2023 juntas. https://forbes.com.br/forbes-mulher/2023/12/the-eras-tour-de-taylor-swift-supera-outras-duas-turnes-mais-lucrativas-de-2023-juntas/.
Méndez-Lazarte, C., Galdo-Jiménez, A., Ghouleh-Grundl, A., Yance-Morales, X., & Bohorquez-Lopez, V. (2025). Virtual brand communities unveiled: a comprehensive bibliometric exploration. Digital Business, 5(2), 100122. https://doi.org/10.1016/j.digbus.2025.100122
Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432. https://doi.org/10.1086/319618
Murphy, S. (2020). Music marketing in the digital music industries: an autoethnographic exploration of opportunities and challenges for independent musicians. International Journal of Music Business Research, 9(1), 6-44. https://musicbusinessresearch.files.wordpress.com/2020/04/volume-9-no-1-april-2020-final.pdf
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/j.heliyon.2024.e35743
Obilo, O. O., Chefor, E., & Saleh, A. (2021). Revisiting the consumer brand engagement concept. Journal of Business Research, 126, 634-643. https://doi.org/10.1016/j.jbusres.2019.12.023
Parizot, I. (2015). A pesquisa por questionário. In: S. Paugam. A pesquisa sociológica (pp. 85-101). Vozes, Petropólis, Rio de Janeiro, Brasil.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: a future agenda. Computers in Human Behavior, 77, 374-381. https://doi.org/10.1016/j.chb.2017.01.058
Razmus, W. (2021). Consumer brand engagement beyond the “likes”. Frontiers in Psychology, 12, 692000. https://doi.org/10.3389/fpsyg.2021.692000
Ringle, C. M., Silva, D., & Bido, D. S. (2014). Modelagem de equações estruturais com utilização do Smartpls. Revista Brasileira de Marketing, 13(2), 56-73. https://doi.org/10.5585/remark.v13i2.2717
Rosnerova, Z., Ponisciakova, O., Kicova, E., & Strenitzerova, M. (2025). The impact of the digital wolrd on the buying behavior of Generation Z. Administrative Sciences, 15(12), 459. https://doi.org/10.3390/admsci15120459
Saini, Y. K. (2025). Social media shopping activities, emoticons, and loneliness on well-being in South Africa. Journal of Promotion Management, 31(1), 123-150. https://doi.org/10.1080/10496491.2024.2443469
Salisu, M. (2024). Analysis of the categorizations of popular culture and their influences in the consumerist society. International Journal of Political Science and Public Administration, 4(1), 58-66. https://doi.org/10.51483/IJPSPA.4.1.2024.58-66
Shields, A. B., & Johnson, J. W. (2016). Childhood brand nostalgia: a new conceptualization and scale development. Journal of Consumer Behaviour, 15(4), 359-369. https://doi.org/10.1002/cb.1578
Sierra, J. J., & McQuitty, S. (2007). Attitudes and emoticons as determinants of nostalgia purchases: an application of social identity theory. Journal of Marketing Theory and Practice, 15(2), 99-112. https://doi.org/10.2753/MTP1069-6679150201
Smeekes, A., Sedikides, C., & Wildschut, T. (2022). Collective nostalgia: triggers and consequences for collective action intentions. British Journal of Social Psychology, 62(1), 197-214. https://doi.org/10.1111/bjso.12567
Smith, D., Leonis, T., & Anandavalli, S. (2021). Belonging and loneliness in cyberspace: impacts of social media on adolescents’ well-being. Australian Journal of Psychology, 73(1), 12-23. https://doi.org/10.1080/00049530.2021.1898914
Souza, A. C. A, & Dias. E. (2023). Youthfy nostalgia: modes of production in streaming and vitality in transmedia franchises. Mídia e Cotidiano, 19(2), 4-5. https://doi.org/10.22409/rmc.v17i2.57557
Souza-Leão, A. L. M., & Costa, F. Z. N. (2018). Agenciados pelo desejo: o consumo produtivo dos Potterheads, Revista de Administração de Empresas, 58(1), 74-86. https://doi.org/10.1590/S0034-759020180107
Statista. (2025a). Social media usage in Brazil: statistics & facts. https://www.statista.com/topics/6949/social-media-usage-in-brazil/#topicOverview.
Statista. (2025b). Brazil: apps in which smartphone users spent the most time 2025. https://www.statista.com/statistics/1194847/apps-most-time-spent-smartphone-brazil/
Statista. (2026). Social networks used for news in Brazil 2025. https://www.statista.com/statistics/981938/social-media-platforms-used-weekly-news-brazil/
Stern, B. B. (1992). Historical and personal nostalgia in advertising text: the fin de siècle effect. Journal of Advertising, 21(4), 11-22. https://doi.org/10.1080/00913367.1992.10673382
Sutcliffe, A. G., Binder, J. F., & Dunbar, R. I. M. (2018). Activity in social media and intimacy in social relationships. Computers in Human Behavior, 85, 227-235. https://doi.org/10.1016/j.chb.2018.03.050
Suvojit, B. (2016). Transcendence through social media. Journal of Media and Communication Studies, 8(3), 25-30. https://doi.org/10.5897/JMCS2015.0469
Tajfel, H. (1974). Social Identity and intergroup behaviour. Social Science Information, 13(2), 65-93. https://doi.org/10.1177/053901847401300204
Tapscott, D. (1998). Growing up digital: The rise of the next generation. McGraw-Hill: New York.
Taylor, S. H., Zhao, P., & Bazarova, N. N. (2022). Social media and close relationships: a puzzle of connection and disconnection. Current Opinion in Psychology, 45, 101292. https://doi.org/10.1016/j.copsyc.2021.12.004
TikTok. (2021). New studies quantify TikTok’s growing impact on culture and music. https://newsroom.tiktok.com/en-us/new-studies-quantify-tiktoks-growing-impact-on-culture-and-music.
Vukasovic, T. (2013). Social media and its implications for building brand relationships. Modern Management Review, 18(20), 179-193. https://doi.org/10.7862/rz.2013.mmr.38
Wang, Y. (2023). Popular culture collecting: a common phenomenon among fans. Academic Journal of Humanities & Social Sciences, 6(21), 118-124. https://doi.org/10.25236/AJHSS.2023.062120
Wang, Z. X., Chee, W. W., Jantan, A. H. B., Xia, Y. H., Xue, H., Ye, M. J., Zhang, Q., Wong, P. P. W., Gong, Y., & Wang, L. (2024). Impact of perceived value in virtual brand communities on purchase intention of domestic electric vehicles. Acta Psychologica, 248, 104371. https://doi.org/10.1016/j.actpsy.2024.104371
Wei, J. L., Deng, C. D., Zhu, S. Y., He, J., & He, Y. (2025). Paying for emoticons? Information processing inhibition of positive emoticons in consumer decisions making. Current Psychology, 44, 551-570. https://doi.org/10.1007/s12144-024-07170-3
Whelan, B. (2025). Toward networked social identity theory: reconceptualizing social identity in the digital age. AMS Review, 15, 502-518. Httpss://doi.org/10.1007/s13162-025-00321-0
Xia, L., Wang, J. F., & Santana, S. (2021). Nostalgia: triggers and its role on new product purchase intentions. Journal of Business Research, 135, 183-194. https://doi.org/10.1016/j.jbusres.2021.06.034
Xie, L. (2023). User’s motivation in sharing information on social media. BCP Business & Management, 43, 153-158.
Yoshida, M., Biscaia, R., Uhrich, S., Gordon, B. S., Huettermann, M., & Nakazawa, M. (2024). Fan engagement behavior: validation of a theory-based scale. Journal of Sport Management, 38(2), 133-150. https://doi.org/10.1123/jsm.2023-0075
Zaborowski, R., & Bennett, L. (2025). #Runningupthatthill, revival and popular music fandom on TikTok. Continuum, 1-12. https://doi.org/10.1080/10304312.2025.2459129
Zhang, L. F., & Phang, I. G. (2023). Unlocking the secret of NFTs in China: the role of NFT characteristics in purchase decision making. Asian Journal of Business Research, 13(3), 51-70. https://doi.org/10.14707/ajbr.230157
Zhang, L. F., & Phang, I. G. (2025). How NFTs contribute to consumers’ purchase intention towards luxury fashion physical products. Journal of Fashion Marketing and Management, 29(3), 496-519. https://doi.org/10.1108/JFMM-07-2024-0260
Zhang, Y.;,Zhou, H., & Qin, J. (2022). Research on the driving factors of collective nostalgia and the impact of collective nostalgia on National Brand Consciousness. International Journal of Environmental Research and Public Health, 19(24), 16738. https://doi.org/10.3390/ijerph192416738
Zhou, X., Wildschut, T., Sedikides, C., Chen, X., & Vingerhoets, A. J. J. M. (2012). Heartwarming memories: nostalgia maintains physiological comfort. Emotion, 12(4), 678-684. https://doi.org/10.1037/a0027236
Downloads
Publicado
Edição
Seção
Licença
Copyright (c) 2026 Revista: apenas para a 1a. publicação
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.
Os autores, no ato da submissão, aceitam a declaração abaixo:
Nós autores mantemos sobre nosso artigo publicado os direitos autorais e concedemos à revista Contextus o direito de primeira publicação, com uma licença Creative Commons na modalidade Atribuição – Não Comercial 4.0 Internacional, a qual permite o compartilhamento com reconhecimento da autoria e da publicação inicial nesta revista.
Temos ciência de estarmos autorizados a assumir contratos adicionais separadamente, para distribuição não exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), também com reconhecimento tanto da autoria, quanto da publicação inicial neste periódico.
Atestamos que o artigo é original ou inédito, não foi publicado, até esta data, em nenhum periódico brasileiro ou estrangeiro, quer em português, quer em versão em outra língua, nem está encaminhado para publicação simultânea em outras revistas.
Sabemos que o plágio não é tolerado pela revista Contextus e asseguramos que o artigo apresenta as fontes de trechos de obras citadas, incluindo os de qualquer trabalho prévio produzido e publicado pelos próprios autores.
1.jpg)
1.jpg){kind=small}
1.jpg)
1.jpg)
.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
2.png)
2.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
