Publicação
From views to likes: analyzing engagement drivers on tik tok for skincare brand accounts
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Torres, António Marinho | |
| dc.contributor.author | Winterhager, Konrad Leo Nikolaus | |
| dc.date.accessioned | 2025-02-04T11:29:19Z | |
| dc.date.embargo | 2028-06-03 | |
| dc.date.issued | 2024-06-27 | |
| dc.date.submitted | 2024-06-03 | |
| dc.description.abstract | The growing relevance of younger consumers for the skincare market has led to an increased importance of brand social media presence on platforms such as TikTok. However, the factors that drive engagement on TikTok for skincare brand accounts are not widely researched. This study tests the effects of different types of post characteristics and content characteristics on engagement rates through linear regressions. The results indicate that video length and influencer inclusion have a negative effect on engagement rates. These findings can guide skincare brands to optimize their content strategies to improve engagement rates. | pt_PT |
| dc.identifier.tid | 203724976 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/178370 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Social media | pt_PT |
| dc.subject | Engagement | pt_PT |
| dc.subject | Community | pt_PT |
| dc.subject | Skincare | pt_PT |
| dc.subject | CEMS MIM | pt_PT |
| dc.title | From views to likes: analyzing engagement drivers on tik tok for skincare brand accounts | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project presented as part of the requirement for the Award of a Master’s Degree in Finance from the NOVA School of Business and Economics | pt_PT |