Design a site like this with WordPress.com
Get started

Understanding Electronic Word of Mouth Part 1- The Online World of Skinfluencers and Skinthusiasts!

I have always loved learning about skincare and all the different products you can use, it has sort of become my niche over the last couple years. What prompted me to start this project was the realisation that I was buying and wanting to buy products; that I had never even heard of, just because I had seen a TikTok video about it.
This led to the question, why do I find the TikTok skincare community more engaging and persuasive then on Instagram?…

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

This is part 3 of my Instagram 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 into @jadeywadey’s content in Part 1 and @sortofobsessed’s content in Part 2, I decided to look at another prominent skincare account on Instagram; @gothamista…

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

This is part 1 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, @skincarebyhyram…