Fernanda Barbosu

This project critically explores how UK fashion Small and Medium-sized Enterprises (SMEs) perceive, plan, and evaluate the brand-building outcomes of viral TikTok content targeting Gen Z women. The study addresses the prevalent "viral vacuum" where fleeting, algorithm-driven visibility often fails to translate into sustained brand equity, leaving SMEs with transient attention rather than meaningful brand capital. The core aim is to understand how ephemeral viral moments can be converted into the durable brand assets of awareness, distinctive associations, and emotional connection.