How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics

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.