Abstract

Fashion brands including luxury brands are embracing TikTok to access young consumers, but there is a notable absence of research on how luxury fashion brands can leverage TikTok. Video analytics is crucial for understanding marketing communications via TikTok, a video-based social media platform. This study aims to examine how luxury brands establish their presence and effectively attract and engage with young consumers on TikTok through social media video analytics. A multiple case study approach was employed on the selected four luxury fashion brands. Data were collected from the selected brands’ official accounts, endorsed users’ accounts, and related hashtag links on TikTok. A three-stage content analysis of social media video analytics was conducted. The common and customized strategies employed across the selected brands on TikTok were identified, respectively. The findings revealed that young consumers prefer high-quality videos regarding branding messages, branded challenges, and influencers-led branded content. A consumer-brand engagement framework was proposed based on the data analysis. This research contributes to understanding how TikTok benefits the fashion industry and offers theoretical and practical insights for fashion brands to better harness TikTok. This study represents a pioneering endeavor in exploring social media video analytics, contributing to the advancement of marketing analytics literature.

中文翻译：

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奢侈时尚品牌如何利用 TikTok 吸引年轻消费者：使用视频分析的探索性调查

摘要

包括奢侈品牌在内的时尚品牌正在利用 TikTok 来接触年轻消费者，但对于奢侈品时尚品牌如何利用 TikTok 的研究却明显缺乏。视频分析对于了解基于视频的社交媒体平台 TikTok 的营销传播至关重要。本研究旨在探讨奢侈品牌如何通过社交媒体视频分析在 TikTok 上建立影响力并有效吸引和吸引年轻消费者。对选定的四个奢侈时尚品牌采用了多个案例研究方法。数据是从选定品牌的官方账户、认可用户的账户以及 TikTok 上的相关标签链接收集的。对社交媒体视频分析进行了三阶段内容分析。分别确定了 TikTok 上选定品牌采用的通用策略和定制策略。调查结果显示，年轻消费者更喜欢有关品牌信息、品牌挑战和影响者主导的品牌内容的高质量视频。根据数据分析提出了消费者品牌参与框架。这项研究有助于了解 TikTok 如何使时尚行业受益，并为时尚品牌更好地利用 TikTok 提供理论和实践见解。这项研究代表了探索社交媒体视频分析的开创性努力，为营销分析文献的进步做出了贡献。