Construction of Shein´s brand personality boosted up by the content of their consumers

Abstract

The overall objective of this work was to analyse how Shein communicates its own brand personality based on user-generated content about it. The research was exploratory and presented a qualitative approach. Through the selection of 15 viral posts about Shein, the aim was to collect and interpret data in order to identify the phenomenon of interest and its general characteristics. For the analysis of the data, a double-entry table was generated in which each post was analysed individually. Firstly, the hypothesis that a post is more likely to go viral if it follows the trends of the moment was analysed and the hypothesis was proved. Secondly, the resources and content used by Shein in its communication were examined and shown to contain a relationship with those used by consumers. Thirdly, the communicative tone of Shein was analysed and it was concluded that the brand seeks to connect with the public through an informal and colloquial tone. Finally, the work concluded with a series of recommendations based on the conclusions drawn, as a proposal to be taken into account for other brands when looking for visibility at a platform like Tik Tok.