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Understanding Electronic Word of Mouth: TikTok Field Notes (Pt.3)

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. After looking at @skincarebyhyram’s content in part one, and @yayayoung in part two, I decided to look at another prominent skincare content creator; @dermdoctor…