Xiaohongshu interactive marketing strategy ——Research on its SIPS interaction model from the perspective of UGC community

Oulin Wu

Article ID: 7297
Vol 7, Issue 6, 2024

(Abstract)

Abstract


With the rise of mobile technology and Internet advancements, network interaction has become a potent way to disseminate information. Xiaohongshu, boasting 300 million active users, exemplifies a UGC community where users, artists, brands, and platforms engage. This paper examines Xiaohongshu’s marketing strategy using the SIPS model (Sympathize, Identify, Participate, Share), providing insights
and recommendations. This analysis, focused on UGC communities, is valuable for Xiaohongshu’s growth and other Chinese new media
platforms.

Keywords


Xiaohongshu, UGC interactive community, SIPS model, marketing strategy

Full Text:

PDF


References


1. [1] Chen Kexing; Yang manyun, Guizhou University, Xiaohongshu marketing strategy exploration.(August, 2022)

2. [2] Chen Mutian, Chongqing Vocational College of Industry and Commerce, The Impact of User Innovation on the Dynamic Ability of Content E-commerce Platforms: Taking Xiaohongshu as an Example.(December, 2022)

3. [3] Danlin Zheng, Communication University of China, Analysis of Content Production Methods of Short Video Platforms: Taking Douyin, Kuaishou and Xiaohongshu as Examples (2022)

4. [4] Zhang Shanshan; Zhu Jin, Modern Business, Value Co-creation Mechanism in Content E-commerce Platform——A Case Study Based on Xiaohongshu (2021)

5. [5] Qin Jiayao; An Qi, International Business School, Jilin University of Foreign Chinese, Analysis and Development Suggestions of Internet Marketing Strategy in the Era of Fan Economy——Taking Xiaohongshu as an Example(2022)




DOI: https://doi.org/10.18686/ijmss.v7i6.7297

Refbacks

  • There are currently no refbacks.




Creative Commons License

This site is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.