SocIal Media Microtrends and Consumer Practices: A Case Study of the Barbiecore Aesthetic

The study examines how microtrends in social media transform visual aesthetics into impulsive consumer practices. It traces the historical path of the formation of microtrends as a phenomenon — from traditional fashion seasons to accelerated cycles under the influence of industrial and digital transformations. Using the Barbiecore case, the study analyzes the combined influence of platform algorithms (Instagram), influencer practices, and audience engagement on the formation of desires, identity performance, and purchases. A qualitative content analysis is conducted on 10 English-language Instagram accounts (with 90,000+ followers) that align with the Barbiecore aesthetic, using a coding scheme (visual code, narratives, commercial markers). The aim is to identify the mechanism of transition from online content to offline consumer behavior.