Paper Type
Complete
Paper Number
PACIS2025-1538
Description
This study explores the impact of content marketing on consumer engagement behaviors via emotional resonance, within the Xiaohongshu platform. By analyzing 1,986 posts and 220,000 comments pertaining to 20 brands across 8 product categories, we classify content into functional, review, and price topics. Utilizing the Stimulus-Organism-Response framework, the findings reveal that price content positively influences purchase intention and sharing behavior, while functional and review content enhance emotional resonance, driving consumer engagement. However, review content exhibits negative effects. Additionally, consistency between post topics and comment topics significantly enhances sharing behavior, fostering trust and social interaction. The findings demonstrate the pivotal roles of both emotional resonance and content topic in content marketing, offering empirical insights for brands to optimize social media strategies. This research enriches theoretical understanding of social media marketing and emphasizes the importance of content alignment and emotional engagement in driving consumer behavior.
Recommended Citation
Liu, Ying and Zhang, Leihan, "The effects of advertising topics and consumer emotions in content marketing, an empirical research on Xiaohongshu" (2025). PACIS 2025 Proceedings. 14.
https://aisel.aisnet.org/pacis2025/sm_digcollab/sm_digcollab/14
The effects of advertising topics and consumer emotions in content marketing, an empirical research on Xiaohongshu
This study explores the impact of content marketing on consumer engagement behaviors via emotional resonance, within the Xiaohongshu platform. By analyzing 1,986 posts and 220,000 comments pertaining to 20 brands across 8 product categories, we classify content into functional, review, and price topics. Utilizing the Stimulus-Organism-Response framework, the findings reveal that price content positively influences purchase intention and sharing behavior, while functional and review content enhance emotional resonance, driving consumer engagement. However, review content exhibits negative effects. Additionally, consistency between post topics and comment topics significantly enhances sharing behavior, fostering trust and social interaction. The findings demonstrate the pivotal roles of both emotional resonance and content topic in content marketing, offering empirical insights for brands to optimize social media strategies. This research enriches theoretical understanding of social media marketing and emphasizes the importance of content alignment and emotional engagement in driving consumer behavior.
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