Examining Social Media Marketing Strategies on Xiaohongshu: Through Sentiment Analysis and Structural Model

DOI

10.2991/978-2-38476-511-9_91How to use a DOI?

Keywords

Influencer; E-WoM; Social media marketing; Consumer behavior; Computational social science

Abstract

In contemporary China, social media platforms have replaced traditional advertising mediums, such as television and mass media, in becoming the primary channels for digital marketing and brand promotion. Existing literature has extensively examined how different promotional strategies adopted by Chinese brands influence Chinese social media users. However, there remains a significant gap in understanding how these strategies affect consumers from diverse cultural backgrounds. This study used computational methods, such as sentiment analysis, and structural equation modelling, to investigate the impact of Chinese influencers and electronic word-of-mouth (e-WOM) on foreign users by collecting and analyzing data from posts, comments, and expressive indicators. Research indicates that Chinese social media marketing tactics have effects: whereas influencer marketing persists in fostering interaction, the employment of cute narrative and brand imagery likely to exert positive on foreign social media users.

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  - Jinglu Xu
PY  - 2025
DA  - 2025/12/31
TI  - Examining Social Media Marketing Strategies on Xiaohongshu: Through Sentiment Analysis and Structural Model
BT  - Proceedings of the 7th International Conference on Literature, Art and Human Development (ICLAHD 2025)
PB  - Atlantis Press
SP  - 789
EP  - 796
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-511-9_91
DO  - 10.2991/978-2-38476-511-9_91
ID  - Xu2025
ER  -