Abstract

This thesis employs quantitative content analysis to investigate the strategies used by female entertainment influencers (FEI) on TikTok to attract followers. The study investigated the six FEIs with the most followers on the TikTok and Douyin (Chinese version of TikTok), three each from both platforms. This study focuses on the visual framework strategy as the theoretical basis to analyze female entertainment influencers’ videos (N=90). The results show that FEIs tend to wear casual clothes and shoot videos with simple backgrounds. Most shooting angles are half-length or full-body shots, which do not display multiple feminine movements in videos.

Regression analyses were conducted to estimate the relationships between the sixteen categories and the number of likes and reposts for videos. Regression analyses showed that, among the sixteen variables, breast, stance, and facial expression have a noticeable influence on the number of likes while the number of reposts was significantly affected by breast and stance. Moreover, quantitative analysis using the one-way ANOVA test and frequency analysis established differences in strategies between FEIs who use different versions of TikTok. One such difference is the preference of Chinese FEIs to use complicated editing techniques on Douyin, while American FEIs choose simple editing procedures on TikTok. Similarly, only less than a quarter of Chinese FEIs’ videos depict the body’s casual touching, which is significantly lower than that of American FEIs in frequency. By collecting videos of each influencer at different phases of their popularity, the author makes an effort to reveal influencers’ strategies for establishing personal branding.

The findings of this research help extend the current body of knowledge regarding the use of visual framing on emerging social media by recommending better applications of personal branding strategies. Moreover, this study makes up for the lack of literature on the influence and significance of female influencers on the TikTok platform. Influencers build their personal brands and communities through unique tastes, and the results of this study will be informative for marketing and personal brand building on new social media. This study also provides specific information and guidance for female users for marketing their personal brands targeting specific markets and user groups on TikTok.

Library of Congress Subject Headings

TikTok (Electronic resource); Internet personalities--China; Internet personalities--United States; Female entertainers--China; Female entertainers--United States; Internet marketing--China; Internet marketing--United States; Branding (Marketing); Clothing and dress--Social aspects; Body language--Social aspects; Influence (Psychology)

Publication Date

12-18-2020

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)

Advisor

Jonathan Schroeder

Advisor/Committee Member

Duygu Akdevelioglu

Advisor/Committee Member

Ammina Kothari

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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