Psychological Path Analysis of Social Media Grass Planting Behavior on Consumer Purchase Decisions - Taking Rednote as an Example

Yiran Tao

doi:10.54254/2754-1169/2025.BL25915

Advances in Economics, Management and Political SciencesOpen access

Psychological Path Analysis of Social Media Grass Planting Behavior on Consumer Purchase Decisions - Taking Rednote as an Example

Research Article

Open Access

Psychological Path Analysis of Social Media Grass Planting Behavior on Consumer Purchase Decisions - Taking Rednote as an Example

Yiran Tao ^1*

¹ The National University of Malaysia

^*Corresponding author: a199773@siswa.ukm.edu.my

Published on 13 August 2025

AEMPS Vol.210

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-319-2

ISBN (Online): 978-1-80590-320-8

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Abstract

The term planting grass originally originated from Internet buzzwords, meaning that the desire to buy is stimulated by sharing by others, and has gradually become an important phenomenon in social media marketing. With the development of social platforms such as Weibo, Douyin, Bilibili, etc., content sharing, real experience and recommendation between users have become important ways to influence consumer decisions, promoting the popularization and commercialization of planting grass behavior. Rednote enhances consumers' trust in products and influences their purchasing decisions through real user sharing and KOL and KOC planting grass content. The platform’s community interaction and intelligent recommendation mechanism further amplify the word-of-mouth effect, making it an important reference channel for consumers before shopping. This study analyzes the planting grass content and user interaction behavior on the platform to explore its influencing mechanism on consumer purchasing decisions. Using a combination of content analysis and questionnaire survey, the role of factors such as KOL/KOC, content authenticity, and platform recommendation mechanism in the planting grass process was systematically sorted out. The study found that grass-growing content significantly improved users' trust and willingness to buy, especially among young consumers. The platform's social attributes and personalized recommendations further enhanced the communication effect of grass-growing. This study helps brands optimize social media marketing strategies and provides a reference for consumers to make rational decisions.

Keywords:

Grass-Growing Marketing, Consumer Purchase Decisions, KOL/KOC Influence, Content Authenticity and Recommendation Mechanism.

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References

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References

[2]. Ki, C.W.C., Kim, Y.K.: The mechanism behind social media influencer marketing: The role of parasocial relationship and authenticity. Journal of Retailing and Consumer Services 69, 103190 (2023)

[3]. Zhou, Z.: User purchase intent on social media: A case study utilizing the SOR model on Rednote. Highlights in Business, Economics and Management (2023)

[6]. Saroyini, P., Putri, A.N.: The influence of influencer marketing strategy on Generation Z consumer purchasing behavior. Asian Journal of Management Analytics 3(4), 949–970 (2024)

[7]. Ashraf, M.A., Hou, F., Ahmad, W., Ahmad, M.: The power of influencers: How does influencer marketing shape consumers’ purchase intentions? Sustainability 16(13), 5471 (2023)

Cite this article

Tao,Y. (2025). Psychological Path Analysis of Social Media Grass Planting Behavior on Consumer Purchase Decisions - Taking Rednote as an Example. Advances in Economics, Management and Political Sciences,210,8-13.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-319-2(Print) / 978-1-80590-320-8(Online)

Editor: Vartiak Lukáš

Conference website: https://2025.icftba.org/Bratislava.html

Conference date: 12 December 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.210

ISSN: 2754-1169(Print) / 2754-1177(Online)

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