Social Media Marketing: The Effects of Emotional Engagement on Consumer Behavior in Xiaohongshu

The proliferation of social media platforms has significantly impacted consumer purchasing behavior, underscoring the importance of understanding the influence of social media marketing strategies on consumer decision-making. This study aims to explore how social media marketing strategies affect consumer purchasing decisions. And it provides insights from a psychological perspective. The research is conducted through a literature review and case studies of Xiaohongshu, a popular platform in China, to assess its impact on consumer behavior. The methodology involves analyzing marketing strategies and user interactions on these platforms, employing sentiment analysis to understand emotional responses that drive purchasing decisions. The paper finds that social media marketing strategies, particularly those leveraging emotional engagement, significantly influence consumer purchasing behavior. This research contributes to the field by highlighting the importance of emotional factors in consumer decision-making within the context of social media marketing and suggests directions for future research, including expanding sample sizes and considering cross-cultural influences.