TikTok Users Migration to Xiaohongshu (Rednote): Emotional Dynamics, Platform Governance, and an NCA-SEM Analysis in Cross-Cultural Adaptation

This study examines the key factors influencing emotional dynamics on digital platforms, with a particular focus on the migration of American TikTok users to Xiaohongshu (Rednote) and their cross-cultural adaptation process. Guided by the Emotional Contagion Theory and Platform Governance Theory, using PLS-SEM and Necessary Condition Analysis (NCA), this research aim to investigate the relationships between platform features, emotional contagion, and platform interaction frequency in shaping emotional dynamics. The findings reveal the moderating effects of comment mechanisms and algorithmic recommendations on the relationship between emotional contagion and interaction frequency. This suggests that cultural factors, personal preferences, and social influences may exert a more profound impact on user interactions than platform functionalities themselves. Through NCA, the study underscores that emotional contagion and interaction frequency are necessary conditions for the emergence of emotional dynamics, while other factors are insufficient.