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Understanding Electronic Word of Mouth Part 4 – Changing Behaviours; The Rise of Science Based Skincare

This is part 2 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 elaborate on how I think the way audiences talk about skincare online is changing towards more scientific conversations…