Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

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The Impact of TikTok Refugees Entering REDnote on Merchants’ Online Communication Strategies

Authors
Minjie Ran1, *
1Faculty of Business Administration, University of Macau, Macau, China
*Corresponding author. Email: BC21031@um.edu.mo
Corresponding Author
Minjie Ran
Available Online 3 December 2025.
DOI
10.2991/978-94-6463-888-2_73How to use a DOI?
Keywords
Social Identity Theory; Online Communication Strategies; Posting and Commenting; Rednote
Abstract

In the context of the large-scale entry of external netizens into REDnote, merchants need to adopt effective online communication strategies to adapt to the needs of new cultural users while not neglecting the experience of existing users. Based on social identity theory, this paper analyzes how merchants should interact with users by posting and replying to comments. The content of merchant posts should be attractive and relevant, which can resonate with and engage users. At the same time, merchants should ensure the quality of comments, respond to users’ questions and feedback promptly, and show their attention and care for users. Reasonably arrange the frequency of posting to avoid excessive posting that causes user fatigue, while maintaining continuous interaction and communication. Comparing the two, merchants should focus on the content and positivity of comments. At the same time, by balancing posts and comments, merchants can not only improve user satisfaction and loyalty but also expand the influence and popularity of the brand and ultimately achieve marketing goals.

Copyright
© 2025 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 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 December 2025
ISBN
978-94-6463-888-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-888-2_73How to use a DOI?
Copyright
© 2025 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  - Minjie Ran
PY  - 2025
DA  - 2025/12/03
TI  - The Impact of TikTok Refugees Entering REDnote on Merchants’ Online Communication Strategies
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 755
EP  - 760
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_73
DO  - 10.2991/978-94-6463-888-2_73
ID  - Ran2025
ER  -