Analysis of the Coordination Mechanism between Psychological Drivers and Brand Strategies Based on the User Migration from TikTok to Rednote

DOI

10.2991/978-94-6463-811-0_96How to use a DOI?

Keywords

User Migration; Cross-Cultural Adaptation; Psychological Factors; Brand Strategy; User Retention

Abstract

Since its launch in 2017, TikTok has rapidly become a global social media giant. However, due to the implementation of the Protecting Americans from Foreign Adversary Controlled Applications Act (2025), TikTok faces a potential ban on its operations in the United States, which has prompted large-scale TikTok-to-Rednote platform migration. This phenomenon shows the complexity of social media competition. Platform migration involves not only the mutual shaping of user psychology and brand relationships, but also changes at the technical level. This paper investigates the psychological factors and brand strategies that drive users to migrate from TikTok to Rednote, focusing on the role of emotional attachment, social identity, and cross-cultural adaptation. In addition, it proposes an integrative framework bridging psychological drivers and brand influence mechanisms. It further analyzes how platform can enhance user retention and loyalty through emotional connection, user habits and personalized strategies. The findings suggest that user migration is not simply a reaction to political factors or platform features, but a response to deep psychological motivations, including fighting against control and the pursuit of a more inclusive social identity.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiaonan Wang
PY  - 2025
DA  - 2025/08/14
TI  - Analysis of the Coordination Mechanism between Psychological Drivers and Brand Strategies Based on the User Migration from TikTok to Rednote
BT  - Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
PB  - Atlantis Press
SP  - 877
EP  - 885
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-811-0_96
DO  - 10.2991/978-94-6463-811-0_96
ID  - Wang2025
ER  -