A relevância dos UGC creators no setor de moda: comunicação humanizada e ferramenta estratégica inovadora

Abstract

This Undergraduate Thesis investigates the relevance of User Generated Content (UGC) in the fashion sector, focusing on its professionalization and its ability to build connections with audiences through humanized communication, positioning it as an innovative marketing strategy tool. The methodology adopted is qualitative, based on bibliographic research and a case study. The case study was developed through interviews with two anonymous UGC Creators working in different niches, including fashion, seeking to understand their perceptions regarding authenticity, innovation, ethics, and humanized communication. The analysis of the interviews reveals that UGC represents a contemporary form of communication that values transparency and human connection as a competitive advantage.