Glossary

Mei's profile at the start of the case study:

Platform: TikTok (primary), Instagram (secondary) - Niche: Streetwear and sneaker culture - Followers: 420,000 - Average views: 180,000-300,000 - Completion rate: 76% - Share rate: 3.4% - Save rate: 4.8% - Monthly follower growth rate: 0.3% (nearly flat for 5 months)

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