Marketing the Home Aesthetic: Vibe Communication Across Short-Form Platforms
Marketing the Home Aesthetic: Vibe Communication Across Short-Form Platforms

Author(s): Plamena Palamarova-Kostova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Икономически университет - Варна
Keywords: short-form video; digital branding; home & living industry; consumer engagement; aesthetic marketing; vibe communication
Summary/Abstract: Short-form video has become central to digital branding, particularly in lifestyle and interior-focused industries, where aesthetic presentation shapes consumer choice and engagement. This paper examines how Home & Living brands communicate the “home aesthetic” and convey brand vibe across TikTok and Instagram, comparing the strategies of global players with local competitors. A systematic content analysis of short-form videos explores content type, aesthetic positioning, and engagement metrics. Results show that global brands more often integrate storytelling and lifestyle contexts, while local brands rely on functional, product-centered approaches. The findings highlight how platform culture influences content strategies and reveal key competitive differences between global and local brands. The study’s originality lies in its cross-platform and international-local comparison within the Home & Living sector and its focus on vibe-driven communication as an emerging form of digital brand expression, offering guidance for local brands to strengthen their online presence.

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