Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal International Journal of Social Service and Research
Indriani, Nanin
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Hashtag Trend Analysis On Tiktok: Building Engagement In Beauty Product Sales Indriani, Nanin; Wulandari, Sri; Andriany, Dian
International Journal of Social Service and Research Vol. 5 No. 7 (2025): International Journal of Social Service and Research
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v5i7.1284

Abstract

In the digital era, including in the beauty industry, one of which is the MS Glow beauty product. TikTok, as a short video-based platform, allows brands to reach a wide audience through hashtag strategies. This study aims to analyze hashtag trends in increasing engagement towards the sale of beauty products and their impact, with a case study on the MS Glow brand. This study uses a descriptive qualitative approach with observation, documentation, and literature study methods. Lev Manovich's New Media theory is used to analyze the elements of numerical representation, modularity, automation, variability, and transcoding. The results of the study show that the use of hashtags on MS Glow products such as #msglow, #msglowskincare, and #msglowreview is able to build consumer engagement in the form of likes, comments, and reviews and can have an impact on improving product purchase decisions.
Co-Authors Andriany, Dian Sri Wulandari