Abstract
This article aims to verify the relationship between Instagram and the spread of fast fashion and the socio-environmental impacts of this practice. Once understood that Instagram is contributing to the era of fashion hyperconsumption in the post-pandemic scenario, it becomes essential to identify the factors that contribute to this event and its consequences. Therefore, the basic qualitative research consisting of a bibliographical review, analyzes the relationship between digital influencers and data collection carried out by algorithms and artificial intelligence, especially in the context of e-commerce and digital advertising. Through these elements, it was possible to verify the influence of the environment in the purchase decision by the consumer. Through this analytical path, it was concluded that Instagram, as a means of horizontal communication and of a participatory nature, is a powerful instrument for the propagation of fast fashion, contributing to the consumer society. Therefore, it results in new perspectives regarding social media and the power of new technologies.
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