Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)

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

Authors
Ruotong Niu1, *
1Communication University of China, Beijing, People’s Republic of China
*Corresponding author. Email: 641140315@qq.com
Corresponding Author
Ruotong Niu
Available Online 26 September 2023.
DOI
10.2991/978-94-6463-246-0_53How to use a DOI?
Keywords
UGC; self-media; opinion leaders; consumption decision-making
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.

Copyright
© 2024 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.

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Volume Title
Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 September 2023
ISBN
10.2991/978-94-6463-246-0_53
ISSN
2352-5428
DOI
10.2991/978-94-6463-246-0_53How to use a DOI?
Copyright
© 2024 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.

Cite this article

risenwbib
TY  - CONF
AU  - Ruotong Niu
PY  - 2023
DA  - 2023/09/26
TI  - A Study on the Influence of Opinion Leaders’ Content Production on Fan Consumption Behavior: Taking Xiaohongshu App as an Example
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 444
EP  - 450
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_53
DO  - 10.2991/978-94-6463-246-0_53
ID  - Niu2023
ER  -