A carregar...
Publicação
From views to likes: analyzing engagement drivers on tik tok for skincare brand accounts
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.84 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Social media Engagement Community Skincare CEMS MIM