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How Does Xiaohongshu (Little Red Book) Influence Users Consumption Choices

Min Gong


The growth of the digital platform economy has changed the framework of the world economy and the lifestyle of people. This has led to platforms having vast amounts of user data. Platforms combine this data to deliver information to users, deeply influencing their consumption decisions about fashion. Such a phenomenon is prevalent across platforms globally, and this essay takes the Chinese social + e-commerce platform, Xiaohongshu, as an example. It explores how Xiaohongshu has gradually emotionalised users' consumption behaviour through (1) a UGC-based "social + e-commerce" platform (2) the idol effect (3) the KOL marketing model. However, the pitfalls behind the success will be brought up in the "discussion" session.


Platform Economy; Social E-Commerce; Homogenised Aesthetics; Consumption Behaviour; Xiaohongshu

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Included Database


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DOI: http://dx.doi.org/10.18686/mmf.v6i3.4645