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 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: 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…

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: Instagram Field Notes (Pt.2)

This is part 2 of my Instagram field notes for my ethnographic research. I am looking to better understand how audiences react to Electronic Word of Mouth (EWoM) content across different social media channels, by analysing a variety of skincare influencers (or skinfluencers if you will) on Instagram. After looking into @jadeywadey’s content in my previous post, I then turned to a smaller, different style of skinfluencer who’s account focused more on product reviews rather than them personally; @sortofobsessed…

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…

My ethnographic research project pitch!

The following video summarises my plans and goals for my ethnographic research project. Make sure to check out my previous blog posts about my media niche, field site, research plan, and ethical issues, for more information. The field site: For my research project I will be specifically focusing on Skincare by Hyram; a prominent personaContinue reading “My ethnographic research project pitch!”

Background research and ethical considerations!

If you haven’t seen them yet, make sure to read my prior blog posts explaining my media niche, field site and research plan for my ethnographic research project. Background research: To help form a better understanding of my observations I will also looking into academic theories and frameworks regarding social media, specifically, passive and activeContinue reading “Background research and ethical considerations!”

Ethnographic research project: The plan of attack!

Step 1- Problematise! In my earlier posts, I identified my media niche and field site for this project. The next step in forming a plan for my research is problematising my media niche. My media niche is TikTok skincare content and for my field site I’ve decided to focus on Skin Care by Hyram; aContinue reading “Ethnographic research project: The plan of attack!”

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