Gamificação na fast fashion Shein : engajamento nas práticas de consumo de moda online

• Ano de defesa: 2025
• Autor(a) principal: Barreto, Maria da Glória Marques de Paula
• Orientador(a): Castro , Gisela G. da Silva
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Comunicação e Consumo; Gamificação; Moda online; Shein
• Palavras-chave em Inglês: Communication and Consumption; Gamification; Online Fashion; Shein
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/816

This study explores the influence of gamification on online fashion consumption, with a particular focus on the fast fashion platform Shein. To examine this phenomenon, a qualitative and empirical methodology was employed, structured in three main stages: four months of participant observation, quantitative and qualitative analysis, and discourse practice analysis. Conducted between May 2023 and February 2025, the study reveals that Shein leverages rewards, exclusive groups, daily challenges, and mini games to enhance consumer engagement and increase retention on its platforms. Additionally, product reviews have emerged as the brand’s most widely adopted consumer engagement strategy. In this practice, consumers assess purchased products through written reviews, photos, and personal details. This process mobilizes various media competencies in exchange for points that serve as discounts on future purchases, creating a continuous cycle of purchasing, reviewing, earning discounts, and purchasing again. This cycle perpetuates ongoing consumption. At first glance, these reviews may appear to be mere accounts of consumer experiences. However, once posted on the brand’s platforms, they become commodities, as their content serves as a form of product endorsement. Only those who choose not to return their purchases leave reviews. These original, user generated texts from real individuals become part of the product description, attracting new consumers, generating additional sales, and further promoting the brand. In this context, gamification extends beyond a simple entertainment feature or marketing strategy; rather, it captures consumer attention, fosters loyalty, and reinforces participation in prosumption. This dynamic is increasingly prevalent in the landscape of digital capitalism. Ultimately, consumers engaging in communicative and performative practices play a strategic role, voluntarily contributing to the brand’s commercial success – through sales, engagement, and customer retention – and shaping its corporate reputation, including credibility, brand image, and public perception.