Libardi, Guilherme BarbacoviFrança, Lara Paiva de2022-12-192022-12-192022-12-13FRANÇA, Lara Paiva de. Aff the Hype : uso da cultura de nostalgia como estratégia de comunicação da marca. 2022. 20f. Trabalho de Conclusão de Curso (Graduação em Comunicação Social - Publicidade e Propaganda), Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2022.https://repositorio.ufrn.br/handle/123456789/50301Generation Y are people born in the 1980s and 1990s who view the transition from analogical to digital things. They used the first computers, social media, and saw changes of the new millennium. And as adults, rescue the past through the culture of nostalgia. There are only members of the generation who participate in this feeling but brands too, like the shop Aff the Hype. The study seeks to understand the use of marketing as an element of nostalgia in social media posts of a company. The research analysis of the posts on the Instagram page and their comments was carried out. The theoretical framework to support the analyses deals with Marketing 5.0, Convergence Culture and the Culture of Nostalgia. The main results indicate that Generation Y uses these concepts to bring a customer identification relationship with the brand in order to decide to buy its products.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Aff the HypeGeraçõesNostalgiaMarketingbachelorThesis