Comportamento de consumo alimentar de mulheres na comunidade fitness do TikTok: um estudo netnográfico

Abstract

In online communities, individuals share common interests and interact in a process of (re)constructing their identities. In this context, healthy eating emerges as part of a fitness lifestyle that is shared in online environments, especially among women. It is in this sense that understanding the attitudes of consumers in online communities enriches the literature on consumer behavior. Thus, the objective of the study is: to understand how the fitness community on TikTok influences the identity construction of women and, consequently, their behavior when consuming healthy foods. To this end, four specific objectives were defined: i) to characterize the fitness community on TikTok as a consumer community; ii) to understand how the engagement of participants influences the dynamics of interaction in the fitness community; iii) to understand how participation in the community relates to the identity construction of participants; iv) to identify changes in the eating behaviors of community participants. To achieve the proposed objectives, a netnographic theoretical- methodological approach was used based on the Theory of Consumer Culture. The study was developed under an interpretative and qualitative lens. Data were collected from the TikTok fitness community through unstructured participant observation and in-depth interviews. Twenty-two interviews were conducted with women participating in the community. Data analysis was performed using content analysis. As its main theoretical contribution, the study characterizes the online community as a consumer community, marked by fluidity, scope, and power of influence that involves consumers, influencers, professionals, and brands. In addition, it broadens the understanding of the concept of engagement by applying the concept to a community based on the fitness lifestyle, and not just to brand communities. The managerial contributions demonstrate the growing relevance of TikTok in building consumer communities. In addition, the study suggests that interaction within the community involves shared beliefs, values, and social norms. This interaction promotes behavioral changes and consumption habits that go beyond food and impact the identity construction and lifestyle of participants.