The Influence of the Soft Ads in Xiaohongshu on the Consuming Intentions of Consumers

An Example of the Notes Uploaded in the Fashion Channel

DOI

10.2991/978-94-6463-098-5_101How to use a DOI?

Keywords

Soft advertising; Consumer; Purchasing decisions; Consuming intentions

Abstract

As one of the most popular UGC platforms in China, more and more e-commerce merchants choose to publish soft advertisements on Xiaohongshu software. This is a covert advertisement that is different from ordinary advertisements. The setting of soft advertisement grasps the psychology of consumers, thereby affecting consumers' purchase intention. This article will take the dressing notes as an example to study the influence of Xiaohongshu soft advertisements on consumers' purchasing decisions.

Copyright

© 2023 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.

Download article (PDF)

TY  - CONF
AU  - Yunxi Lin
PY  - 2022
DA  - 2022/12/27
TI  - The Influence of the Soft Ads in Xiaohongshu on the Consuming Intentions of Consumers
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 883
EP  - 890
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_101
DO  - 10.2991/978-94-6463-098-5_101
ID  - Lin2022
ER  -