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

Xiaonan Wang ()
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Xiaonan Wang: Skema Business School, Sophia Antipolis, Luxury and Fashion Management

A chapter in Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025), 2025, pp 877-885 from Springer

Abstract: 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.

Keywords: User Migration; Cross-Cultural Adaptation; Psychological Factors; Brand Strategy; User Retention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-811-0_96

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