Research on the Impact of Xiaohongshu's Grass Marketing Model on Consumer Decision-making
Abstract
Driven by the digital economy, social e-commerce has become the core direction of the transformation of the e-commerce industry. Xiaohongshu has become a benchmark in the field of social e-commerce with the unique "planting grass" marketing model with the content community and e-commerce realization as the core. Consumer decision-making logic has been reshaped, profoundly changing consumers' purchasing decision-making pathways. This article combines case analysis and literature review to study how the marketing model of Xiaohongshu has an impact mechanism and plays a role in the whole process of consumer decision-making. The study finds that grass marketing plays the role of information support, emotional resonance and guidance from the cognition, emotion and behavior of consumer decision-making through trust mechanism, social presence construction and differentiated adaptation of content form. However, at the same time, grass marketing also faces problems such as the crisis of trust and the tendency to alienation of consumption caused by business generalization. For this reason, this article proposes to optimize the grass-planting ecology from the three dimensions of authenticity restoration, differentiation strategies and platform governance, promoting its sustainable development.
References
- Li, Y. H., & Jia, P. (2025). Exploring the marketing strategy of the Xiaohongshu platform from the perspective of the 4C theory: Taking "planting grass" as an example. News World Boundary, 9(9), 41–44. https: //doi.org/10.19497/j.cnki.1005-5932.2025.09.006
- Xia, E. H. (2024). Research on the motivation of social production of "Lehu" fan content in UGC mode. News Research Guide, 13(13), 73–76.
- Xia, F. Q. (2025). The economic development and governance path of the network platform: Taking "planting grass" on Xiaohongshu APP as an example. Journal of Huangshan College, 27(3), 69–73.
- Li, H. J., & Lei, Y. Q. (2023). A new path of advertising aesthetic consumption from the perspective: A research on the narrative of "seed grass"-style plastic surgery and beauty advertising. Ningxia Social Science, 1(1), 199–205.
- Ma, Z. (2025). Countermeasures of "planting grass" content marketing under the background of new media. News Research Guide, 16(14), 224–228. https: //doi.org/10.26918/j.xwyjdk.2025.14.047
- Zhang, X. T. (2024). The disappearance of the "planting grass" attribute: Characteristics and critical reflection of implicit advertising on Xiaohongshu. New Media Research, 10(19), 34–37. https: //doi.org/10.16604/j.cnki.issn2096-0360.2024.19.008
- Li, K. X. (2025). Data-driven marketing: The accurate match between Xiaohongshu's user portrait and consumer demand. Modern Business Research, 16(16), 100–102.
- Zhang, X. P. (2023). Reflection and improvement of network platform governance legislation. Chinese Law, 3(3), 122–141.