How Does Xiaohongshu (Little Red Book) Influence Users Consumption Choices
Abstract
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.
Keywords
Full Text:
PDFReferences
Crosby LA, & Vidmar JP, (2018) Can Marketers Repair Social Media’s Crisis of Trust? Marketing News. 52 (4), 20.
Fairfield J, & Shtein H, (2014) Big Data, Big Problems: Emerging Issues in the Ethics of Data Science and Journalism. Journal of mass media ethics. [Online] 29 (1), 38–51.
Goldfarb A, & Tucker C, (2019). Digital economics. Journal of Economic Literature, 57(1), 3–43.
Hakansson A, (2014) What is overconsumption? - A step towards a common understanding. International Journal of Consumer Studies. [Online] 38 (6), 692–700.
Intezari A, & Gressel S, (2017) Information and reformation in KM systems: big data and strategic decision-making. Journal of knowledge management. [Online] 21 (1), 71–91.
Koay KY, et al. (2022) Social media influencer marketing: the moderating role of materialism. European business review. [Online] 34 (2), 224–243.
DOI: http://dx.doi.org/10.18686/mmf.v6i3.4645
Refbacks
- There are currently no refbacks.
