Marketing

Sofia Barberio

TikTok Marketing Strategies: How Beauty Brands Use Trends to Increase Engagement and Influence Consumer Decisions

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I am a fourth-year Communication student at Toronto Metropolitan University with a focus on digital media and marketing. My work explores how emerging platforms, particularly TikTok, are reshaping brand communication strategies and audience engagement. I am especially interested in social media marketing, branding, and how digital culture influences the way brands connect with consumers.

This research examines how beauty brands use TikTok trends, memes, and trending audio as marketing communication strategies. Through a qualitative content analysis of posts from brands such as e.l.f. Cosmetics, NYX Cosmetics, and Charlotte Tilbury, the study identifies key patterns in how brands create engaging and relatable content. Findings show that humour, trending audio, and short-form video styles are the most effective strategies for increasing audience engagement, while traditional product-focused advertising performs less effectively. This research highlights how TikTok is reshaping digital marketing by prioritizing authenticity, entertainment, and cultural relevance.

Lightning Talk

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Martina Plati

Who Belongs in the “Creative” Economy? Class, Belonging, and Access in Membership Co-working Spaces
A close-up portrait of a man with dark hair and medium skin tone, looking directly at the viewer with a calm expression. He wears black rectangular-framed glasses, with subtle green light reflections on the lenses. He is dressed in an olive green collared shirt, and the background is a softly blurred, light-colored interior.

Hariram Satkunarajan

The Impact of PR on a Game's Performance
A well-lit headshot of a young person with fair skin, prominent blue-green eyes, and voluminous, wavy light brown hair that falls around their face. They have a subtle, calm expression, looking straight ahead. They are dressed in a dark olive-green zippered hoodie, worn open to reveal a black t-shirt underneath, against a soft, light grey studio background.

Duke Wilson

Coaching Communication and Safe Tackling in Rugby and Football
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