“真实”商品化：社交电商中素人种草的营销逻辑研究

Commercialization of “Authenticity”: A Study on the Marketing Logic of Influencer Promotion in Social E-Commerce

摘要: 社交电商时代，素人种草已成为品牌营销的重要策略，这一策略的核心就在于以真实体验分享的形式来达到商业传播效果。“真实”因而成为一种被精心生产和交易的营销资源。本文以小红书平台为例探讨素人种草的营销逻辑与信任转化机制。研究发现，在后台生产层面，品牌方通过成本拆解实现铺量渗透，算法规则为素人内容提供可见性空间，标准化产业链条将真实纳入工业化生产；在前台展演层面，素人博主通过场景化叙事、情感劳动等策略完成表演，建构受众价值相似性感知来激活信任。然而，过度商业化正在侵蚀这一信任基础。本研究旨在揭示“真实”商品化的完整过程并提出平台治理建议，以期为社交电商内容生态的健康发展提供参考。

Abstract: In the era of social e-commerce, influencer promotion has become an important marketing strategy for brands. The core of this strategy lies in achieving commercial dissemination effects through the form of sharing real experiences. “Authenticity” thus becomes a marketing resource that is meticulously produced and traded. This study uses the Xiaohongshu platform as a case study to explore the marketing logic and trust transformation mechanism of influencer promotion. It is found that at the back-end production level, brand owners achieve mass penetration through cost decomposition, and calculation rules provide visibility space for influencer content. Standardized industrial chains incorporate authenticity into industrial production. At the front-end performance level, influencer bloggers complete their performances through strategies such as situational narrative and emotional labor, constructing a perception of audience value similarity to activate trust. However, excessive commercialization is eroding this trust foundation. This research aims to reveal the complete process of “authenticity” commercialization and propose platform governance suggestions, with the hope of providing a reference for the healthy development of the content ecosystem of social e-commerce.