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Analysis of institutional authors

Vicente-Fernandez, PCorresponding AuthorDiaz-Lucena, AAuthor

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April 25, 2024
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TikTok as a digital marketing tool: Freshly Cosmetics brand case study

Publicated to:Doxa Comunicación. 2024 (38): 183-206 - 2024-06-01 2024(38), DOI: 10.31921/doxacom.n38a1962

Authors: Vicente-Fernandez, Pilar; Diaz-Lucena, Antonio

Affiliations

Univ Rey Juan Carlos, Fac Ciencias Comunicac, Dept Comunicac Audiovisual & Publ - Author

Abstract

The beauty products market in Spain is one of the most important in the world. Its high consumption pushes brands to invest more in advertising to be present in all media. The digital communication strategy of the Spanish beauty brand Freshly Cosmetics on TikTok is analyzed, based on a hypothesis that supports a significant change of strategy between 2021 and 2022 in this social network. The reasons behind this possible movement are investigated using a mixed approach that combines quantitative and qualitative techniques applied to a time frame spanning from January 2021 to October 2022. Specifically, the impact and interaction of the brand's publications with its audience are evaluated and a content analysis of 121 publications is carried out by choosing 36 variables that are coded in the SPSS program to find out their frequencies and percentages. These findings, complemented by a semi-structured interview with its communication manager, underline the use of the digital platform as a showcase through which to enhance the brand values and bet on quality content, reducing the promotional component characteristic of the initiation stage.

Keywords

AdvertisingBeautyFreshly cosmeticsSocial mediaTiktok

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Doxa Comunicación due to its progression and the good impact it has achieved in recent years, according to the agency Dialnet (Dialnet Métricas). In the year of publication of the work, 2024 there are still no calculated indicators, but in 2023, thus managing to position itself as a Q1 (Primer Cuartil).

Notably, the journal is positioned in the Quartile Q3 for the agency WoS (JCR), in the category Communication, in the Quartile Q3 for the agency Scopus (SJR), in the category Social Sciences (Miscellaneous), classified as B in other national agencies such as CIRC, classified as D by the agency AGUAR.

Independientemente del impacto esperado determinado por el canal de difusión, es importante destacar el impacto real observado de la propia aportación.

Según las diferentes agencias de indexación, el número de citas acumuladas por esta publicación hasta la fecha 2025-08-21:

  • WoS: 1
  • Scopus: 1

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-08-21:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 30 (PlumX).

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Vicente Fernández, María del Pilar) and Last Author (Díaz Lucena, Antonio).

the author responsible for correspondence tasks has been Vicente Fernández, María del Pilar.