A Study on the Influence of Opinion Leaders’ Content Production on Fan Consumption Behavior: Taking Xiaohongshu App as an Example

Ruotong Niu ()
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Ruotong Niu: Communication University of China

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 444-450 from Springer

Abstract: Abstract With the development and popularization of internet technology, short video social platforms are playing an increasingly important role in our consumption decisions, and the production of short video content has to some extent promoted the development of platform economy. Based on this background, this study takes the Xiaohongshu app as an example, analyzes the guiding role of key opinion leaders (KOLs) on the platform and the trust mechanism of users through analyzing representative KOLs, and explores the economic development model of the current short video platform and the driving mechanism behind it: the influence of opinion leaders positively affects fans’ purchasing intentions, while media algorithms provide power for opinion leaders’ content production and accurately push commercial content to the audience.

Keywords: UGC; self-media; opinion leaders; consumption decision-making (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_53

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DOI: 10.2991/978-94-6463-246-0_53

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