Paes, Cristóvão Alves De SouzaSilva, Luiz Gustavo de Araújo2025-01-232025-01-232024-12-16SILVA, Luiz Gustavo de Araújo. Entre skins e vantagens: o impacto das microtransações no comportamento de consumo de crianças e adolescentes nos jogos eletrônicos. Orientador: Diego Cristóvão Alves de Souza Paes. 2024. 28 f. TCC (Bacharelado em Administração) - Faculdade de Engenharia, Letras e Ciências Sociais do Seridó, Universidade Federal do Rio Grande do Norte, Currais Novos, RN, 2024.https://repositorio.ufrn.br/handle/123456789/61832This article analyzes the impact of microtransactions on the consumption behavior of children and adolescents within the game Roblox, using a netnographic methodology to investigate player interactions and perceptions. Grounded in theories such as the Fear of Missing Out (FoMO) by Przybylski et al. (2013) and Cialdini’s (2012) principles of persuasion, the research examines marketing strategies that include scarcity, exclusivity, influencer-driven engagement, and the Games-as-a-Service (GaaS) model. The findings indicate that while microtransactions can enrich the gaming experience for some users, they also lead to financial and emotional frustrations for others, highlighting inequalities and ethical challenges. The study concludes that more responsible and regulated monetization practices are essential to protect young audiences from excessive commercial influences in online gaming environments.Attribution 3.0 Brazilhttp://creativecommons.org/licenses/by/3.0/br/MicrotransaçõesMarketing DigitalConsumo InfantojuvenilPublicidade InfantilRobloxDigital marketingChild advertisingbachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO