Torres, António MarinhoWinterhager, Konrad Leo Nikolaus2025-02-042024-06-272024-06-03http://hdl.handle.net/10362/178370The 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.engSocial mediaEngagementCommunitySkincareCEMS MIMmaster thesis203724976