Psychological Path Analysis of Social Media Grass Planting Behavior on Consumer Purchase Decisions - Taking Rednote as an Example
Year: 2025
Type: article
Study design: Observational Study
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.
Author: Yiran Tao
Institution: National University of Malaysia
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413183031