A era da exaustão digital e o crescimento do marketing lo-fi

Abstract

This study aims to deepen research in the field of marketing by analyzing the relationship between digital exhaustion and the use of lo-fi marketing. The research starts from the perception that the excess of highly produced content on social media has led to visual saturation among consumers. In response, some brands have adopted simpler and more authentic marketing strategies to connect with their audience. The methodology included: (1) a literature review based on authors such as Turkle, Han, Rosa, Moore, Reynolds, Solomon, Kotler, and Keller; and (2) a content analysis of TikTok posts by the brands Loewe and Duolingo. In summary, the research shows that lo-fi content emerges as an effective brand strategy in the current landscape, in line with changing consumer behavior.