O marketing de influência da Shein: um recorte na coprodução de valor gerado pelos usuários das plataformas digitais

Abstract

In recent years, the expansion of digital platforms and social media has profoundly transformed companies’ marketing strategies, especially in the fashion sector, where trends, consumption, and communication develop rapidly and in a highly connected manner. In this context, brands have begun to use not only traditional advertising campaigns but also digital interactions, usergenerated content, and partnerships with influencers to expand their visibility and strengthen relationships with consumers. Based on this scenario, this study aims to understand how content generated by consumers and influencers on Shein’s main digital platforms contributes to strengthening the company’s marketing strategies. To achieve this objective, a qualitative and descriptive approach was adopted, using netnography as the methodological procedure, with non-participant observation of interactions on the brand’s official website and on Shein’s official Instagram profile. Data collection took place between February 9th and 20th, 2026, including the analysis of comments in the “Trends” section of the website and posts featuring influencers on the social network. The results indicate that the company encourages user participation through reviews, comments, and images, often rewarded with points that can be converted into discounts, thus stimulating the production of user-generated content (UGC). In addition, influencer marketing expands the brand’s reach and engagement. It is concluded that Shein operates in alignment with the logic of platformization, integrating data, interactions, and user-generated content into its strategies, strengthening its market presence and highlighting the consumer as a co-producer of value.