AI-ENHANCED COMMUNICATION IN TIKTOK APPAREL VIDEOS: A CONTENT ANALYSIS OF VISUAL AND INTERACTIVE STRATEGIES

Iqbal Hussain, Alamyar (2025) AI-ENHANCED COMMUNICATION IN TIKTOK APPAREL VIDEOS: A CONTENT ANALYSIS OF VISUAL AND INTERACTIVE STRATEGIES. Masters thesis, UIN Prof. K.H Saifuddin Zuhri.

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Abstract

This study investigates how AI-enhanced communication strategies are employed in TikTok apparel videos, with a focus on the official account @alluna.official, a modest fashion brand specializing in prayerwear. Using a quantitative descriptive content analysis, one hundred purposively selected posted videos were examined as the unit of analysis. Each video was systematically coded for AI-enhanced visual strategies, AR filters/lenses, text overlays/auto-captions, green screen/background replacement, emojis/stickers/graphics, and visual composition/layout, and for interactive strategies including text-to-speech, polls/quizzes, duet and stitch, hashtags/mentions, and calls-to-action. Binary coding (0 = absent, 1 = present) was applied, and intra-coder reliability was established through Cohen’s Kappa with a threshold of κ ≥ 0.70. The findings show that universal visual strategies, particularly AR filters, emojis, and typography/layout, are present across all videos, ensuring a consistent semiotic baseline. Selective strategies such as text overlays and green screen effects are deployed situationally to clarify meaning or provide narrative context. On the interactive side, hashtags and calls-to-action form the communicative backbone, appearing in nearly all videos, while other features such as text-to-speech, mentions, polls, and duet/stitch are applied sparingly and contextually. Cross-tabulation analysis further reveals that these strategies are not randomly combined but orchestrated in ways that balance standardization with flexibility, allowing the brand to maintain coherence while adapting to situational demands. Interpreted through Media Richness Theory, the use of multimodal cues reduces ambiguity and increases communicative clarity, while Uses and Gratifications Theory explains how interactive features satisfy audience needs for information, orientation, and participation. Together, these frameworks demonstrate that AI-enhanced tools in TikTok apparel videos are not ornamental but strategically functional, enabling brands to communicate clarity, creativity, and community in a highly competitive digital environment.

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