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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…