<![CDATA[Digital marketing communication strategies via social media serve as a crucial tool for companies to convey information and shape customer perceptions of their brands. Avoskin utilizes TikTok—leveraging educational, informative, and interactive content—alongside Electronic Word of Mouth (E-WOM) to communicate product information. However, customers do not always receive messages passively; instead, they interpret them based on their own experiences, needs, knowledge, and information from various sources. This study aims to analyze customer perceptions of Avoskin’s digital marketing communication strategies on TikTok and E-WOM, as well as the factors influencing these perceptions. A descriptive qualitative approach was employed, utilizing Stuart Hall’s Reception Theory—which encompasses dominant, negotiated, and oppositional readings. Data were gathered through observations of the @avoskinbeauty TikTok account and in-depth interviews with five informants selected via purposive sampling, followed by analysis using NVivo 12 Plus. The results indicate that Avoskin’s digital marketing communication elicited a generally positive response. Most informants adopted a "dominant reading" position but also demonstrated "negotiated reading" by adapting the message based on personal experience, skin condition, needs, product ingredients, and user reviews. Instances of "oppositional reading" were relatively low. E-WOM—comprising reviews, testimonials, and user experiences—served as both a source of information and a point of comparison in shaping perceptions. Factors influencing perception included personal experience, skin condition, needs, product knowledge, E-WOM, recommendations, beauty influencers, digital communication, and price.]]>
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