Bezerra, Josenildo SoaresSantos, Milena Maria Silva dos2024-08-132024-08-132024-08-09SANTOS, Milena Maria Silva dos. Dinâmicas de influência e participação: uma análise da comunidade de Skin Care no TikTok. 2024. 28 f. Trabalho de Conclusão de Curso (Graduação) - Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, RN, 2024.https://repositorio.ufrn.br/handle/123456789/59180This study investigates the influence of content creators on skincare within the TikTok platform, focusing on the interactions between influencers and followers and the impact of these interactions on the perception of skincare brands. Utilizing Social Media Ethnography methodology (Zanini, 2016), the research adopts an exploratory approach to analyze how skincare-related content on TikTok shapes consumer behavior. Through content analysis and interaction in three highlighted skincare videos from 2021 to 2023, the study reveals that comments on the videos create spaces for exchanging experiences, influencing the perception and consumption of skincare products. It concludes that skincare influencers on TikTok significantly impact consumption practices and brand perception, promoting an environment that influences purchasing decisions, which underscores the importance of TikTok communities as influential spaces in the skincare market.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/TikTokcuidados faciaiscomunidadesnetnografiaconsumoskincarecommunitynetnographyconsumptionbachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::RELACOES PUBLICAS E PROPAGANDA