基于小红书平台的女装品牌推广内容建构研究

Study on the Construction of Promotional Content for Women’s Fashion Brands Based on the Xiaohongshu Platform

摘要: 文章旨在研究小红书平台上女装品牌推广内容的建构及其对消费者社交媒体参与度的影响。从详尽可能性模型(ELM)和社交媒体参与度理论出发，将消费者在社交媒体上的互动过程划分为四个层级：意识、投入情感、投入理性思考、功能性认同。并设计女装品牌推广内容分类标准，收集了相关二手数据，按标准分类后进行方差分析，研究不同类型的女装品牌推广内容是否影响消费者在小红书平台上的参与行为。发现推广内容确实会影响社交媒体参与度，其中广告大片、明星代言、工艺品质这三类内容对消费者参与度有显著正向影响。本研究结果在丰富女装品牌社交媒体推广理论方面做出了贡献，同时也为女装品牌在小红书平台上优化推广策略提供了切实可行的管理指导，有助于提高品牌推广的整体效果。

Abstract: This paper aims to study the construction of women’s fashion brand promotion content on the Xiaohongshu platform and its impact on consumers’ social media engagement. Based on the ELM Model and the theory of social media engagement, the consumer interaction process on social media is divided into four levels: awareness, emotional engagement, cognitive involvement, and functional identification. A classification standard for promotional content of women’s fashion brands was designed, and relevant secondary data was collected. After categorizing the data according to the established standard, variance analysis was conducted to investigate whether different types of promotional content influence consumer engagement behavior on the Xiaohongshu platform. The results indicate that promotional content does indeed affect social media engagement, with the categories of advertisement films, celebrity endorsements, and quality building showing significant positive impacts on consumer engagement. The findings contribute to enriching the theory of social media promotion for women’s fashion brands and provide practical managerial guidance for optimizing promotional strategies on Xiaohongshu, which can help improve the overall effectiveness of brand promotion.