| Source | Timeframe | Data Points | |--------|-----------|-------------| | TikTok (public API) | 01‑Dec‑2023 – 31‑Jan‑2024 | View count, likes, comments, shares, watch‑time per video; hashtag usage (#CoconutOilChallenge) | | Instagram (public posts) | Same period | Likes, comments, reels length, swipe‑up click‑through (when available) | | YouTube (full‑length upload) | Same period | Views, average watch‑time, audience retention | | Reddit (r/Skincare, r/MensFashion) | Same period | Thread length, upvotes, sentiment | | Interviews | 10‑Mar‑2024 – 05‑Apr‑2024 | 8 marketing executives (3 from FMCG, 2 from influencer agencies, 3 from digital analytics firms) |