Research on the Dissemination Mechanism and Influencing Factors of Consumerism in the Context of Social Media -- Taking the REDnote as an Example

Kexin Yang

doi:10.54254/2753-7048/2025.LD25174

Lecture Notes in Education Psychology and Public MediaOpen access

Research on the Dissemination Mechanism and Influencing Factors of Consumerism in the Context of Social Media -- Taking the REDnote as an Example

Research Article

Open Access

Research on the Dissemination Mechanism and Influencing Factors of Consumerism in the Context of Social Media -- Taking the REDnote as an Example

Kexin Yang ^1*

¹ Hebei University

^*Corresponding author: yangkexincam241@163.com

Published on 20 July 2025

LNEP Vol.97

ISSN (Print): 2753-7056

ISSN (Online): 2753-7048

ISBN (Print): 978-1-80590-137-2

ISBN (Online): 978-1-80590-138-9

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Abstract

Against the backdrop of the western capitalist influence and the rapid development of China’s market economy, consumerism has become increasingly prevalent. Driven by advancements in Internet technology, it subtly reshapes the public consumption concept, which is shifting from the possession and consumption of "objects" to the pursuit of the symbolic value of commodities. REDnote, as a highly influential social media platform, has laid a solid foundation for the spread of consumerism. This paper employs Baudrillard’s theory of Consumer Society to explore its dissemination mechanism(e.g., content marketing, anxiety marketing, credit system) and influencing factors, proposing guiding strategies. The aim is to fill the research gap in this field and improve the research system, offering theoretical references and implications for subsequent studies. Additionally, this research is motivated by the aim to get rid of the influence of consumerist thought, promote a healthy media environment and guide the public toward reclaiming their subjectivity and engaging in rational consumption.

Keywords:

social media, consumerism, REDnote, dissemination mechanism

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References

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References

[1]. Gao Jingjing. (2019). A Brief Analysis of the Reconstruction and Reengineering of Postmodern Consumerism by New Media. News Research Guide, 10 (07), 50-51.

[4]. Yang Rongjun. (2022). The Generation and Critique of Cyber Symbolic Consumerism. Nanjing social science, (12), 125-134 + 154. doi: 10. 15937/j. cnki. issn1001-8263. 2022. 12. 014.

[5]. Chen Lu. (2011). The theoretical origin and contemporary significance of Lazarsfeld. Qunwen Tiandi, (02), 130-131.

[9]. Liu Chen. (2024). The impact of "seeding" style content marketing on users' purchase intention: A case study of Xiaohongshu. Journalism and Communication, (15), 35-37.

[10]. Zhou Yao. (2022). A study on the Marketing Positioning of Key Opinion Leaders (Kols) in the Self-Media Era: Taking Xiaohongshu as an example. Journal of Chuzhou University, 24 (01), 33-36.

[11]. Xu Qian. (2022). Influencing factors and mechanism of action of anxiety marketing. Exhibition Economy, (11), 79-81. doi: 10. 19995/j. cnki. CN10 1617/F7. 2022. 11. 079.

Cite this article

Yang,K. (2025). Research on the Dissemination Mechanism and Influencing Factors of Consumerism in the Context of Social Media -- Taking the REDnote as an Example. Lecture Notes in Education Psychology and Public Media,97,137-142.

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: Proceeding of ICGPSH 2025 Symposium: The Globalization of Connection: Language, Supply Chain, Tariff, and Trade Wars

ISBN: 978-1-80590-137-2(Print) / 978-1-80590-138-9(Online)

Editor: Enrique Mallen, Canh Thien Dang

Conference website: https://2025.icgpsh.org/London.html

Conference date: 25 June 2025

Series: Lecture Notes in Education Psychology and Public Media

Volume number: Vol.97

ISSN: 2753-7048(Print) / 2753-7056(Online)

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