Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 50 , 01 December 2023
Open
Access | Article
Analyzing the Effectiveness of Xiaohongshu on Consumers’ Purchase Intentions
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Abstract
With the development of technology and social software for live streaming, slow live streaming is gradually becoming popular in the small red book. Slow live streaming is viral among customers in terms of customer value, convenience, and communication and dramatically increases consumers’ willingness to buy. Thus, the purpose of this study was to explore why slow live streaming is becoming more popular and influencing the desire of customers to buy. This article took the Xiaohongshu’s slow live streaming as a case study to analyze the data using the Marketing mix theory of 4Cs to analysis. Firstly, the reason is consumer value. To keep this strategy, Xiaohongshu can launch gifts, expand the labels and target groups, and use advertising and invite celebrity testimonials. Secondly, the reason is convenience. To develop this strategy more, Xiaohongshu can set up a backend warehouse to ensure that the goods are stored. Third, the reason is communication. To keep this strategy, interactive activities can be added to the live stream. This article reinforced the marketing mix theory to analysis the extension of the marketing mix of 4C theory and identified the strengths and areas for future improvement for Xiaohongshu’s slow live-streaming approach.
Keywords
Xiaohongshu, marketing mix theory, consumer value, convenience, communication
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-147-6
- ISBN (Online)
- 978-1-83558-148-3
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/50/20230550
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited