Understanding Electronic Word of Mouth: TikTok Field Notes (Pt.2)

This is part 2/3 of my TikTok field notes for my ethnographic research project about online skincare communities. I am looking to better understand how audiences’ reactions to Electronic Word of Mouth (EWoM) content differs across different social media channels, by analysing a variety of skincare influencers (or skinfluencers if you will) on Instagram and TikTok. This blog features my fieldnotes about my experience with five pieces on content from prominent TikTok creator, @yayayayoung…

Understanding Electronic Word of Mouth Part 5 – Final Thoughts and Findings!

This is part 5 of my Understanding Electronic Word of Mouth blog series. This series is about understanding how audiences respond to Electronic Word of Mouth content within Instagram and TikTok skincare communities, and how these responses differ. Through these blog posts I aim to explore some of the key finding and topics of interest I have encountered. In this blog post I conclude the Undretsanding Electronic Word of Mouth blog series and discuss my final thoughts and findings…

Understanding Electronic Word of Mouth: Instagram Field Notes (Pt. 1)

To help me better understand how audiences react to Electronic Word of Mouth (EWoM) content across different social media channels I decided to analyse a variety of skincare influencers (or skinfluencers if you will) on Instagram. One of the first skinfluencers I analysed was @jadeywadey180…

Create your website with WordPress.com
Get started