The Impact of TikTok Refugees Entering REDnote on Merchants’ Online Communication Strategies

Minjie Ran ()
Additional contact information
Minjie Ran: University of Macau, Faculty of Business Administration

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 755-760 from Springer

Abstract: Abstract In the context of the large-scale entry of external netizens into REDnote, merchants need to adopt effective online communication strategies to adapt to the needs of new cultural users while not neglecting the experience of existing users. Based on social identity theory, this paper analyzes how merchants should interact with users by posting and replying to comments. The content of merchant posts should be attractive and relevant, which can resonate with and engage users. At the same time, merchants should ensure the quality of comments, respond to users’ questions and feedback promptly, and show their attention and care for users. Reasonably arrange the frequency of posting to avoid excessive posting that causes user fatigue, while maintaining continuous interaction and communication. Comparing the two, merchants should focus on the content and positivity of comments. At the same time, by balancing posts and comments, merchants can not only improve user satisfaction and loyalty but also expand the influence and popularity of the brand and ultimately achieve marketing goals.

Keywords: Social Identity Theory; Online Communication Strategies; Posting and Commenting; Rednote (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-888-2_73

Ordering information: This item can be ordered from
http://www.springer.com/9789464638882

DOI: 10.2991/978-94-6463-888-2_73

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().