Identity Construction And Co-Creation In Digital Microcultures: The Mediation Of Consumption And The Challenge To Traditional Marketing Strategies

This study provides an original contribution to knowledge by investigating how digital microcultures on platforms such as TikTok, Discord, and Twitch influence consumption and identity construction. The research highlights the co-creation of meaning between consumers and brands, challenging traditional marketing approaches. The implications are social, showing the importance of virtual interactions in community formation, managerial, requiring new participatory strategies, and academic, expanding the understanding of cultural practices in digital consumption