Abstract

GOUVEIA, Savanna  and  CHABATA, Tatenda T.. Dynamics of social media metrics and fashion sub-culture among young South African TikTok users. Communitas (Bloemfontein. Online) [online]. 2023, vol.28, pp.38-52. ISSN 2415-0525.  http://dx.doi.org/1038140/com.v28i.7461.

The global effect of the social media platform TikTok has resulted in an increase in literature pertaining to the platform. Despite wide acknowledgment in social media, TikTok metrics and how these formulate fashion sub-cultures remains underexplored. This study explored TikTok metrics that resultantly formulate fashion sub-cultures amongst Generation Z (Gen Z) TikTok users. The proposed conceptual framework was developed to assist marketing communication managers and content strategists to explore fashion sub-culture interest via various TikTok metrics. The study followed a qualitative approach. Data was collected through structured interviews, using convenience sampling among five Gen Z participants. Thematic analysis was adopted and findings revealed that engagement metrics indicate strong potential in enabling fashion sub-culture among TikTok users. Furthermore, metrics enabled Gen Z users to discover fashion sub-culture content through hashtags, engagement in social exchanges through likes and comments, store digital fashion inspiration through saves and spread information through shares.

Keywords : marketing communication; brand communication; Generation Z; social media; social media metrics; fashion sub-culture; TikTok.

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