Abstract
The social media industry in China is diverse, among which an app with a significant female user base is Xiaohongshu. This article discovers that female users’ values are easily influenced by bloggers through an in-depth analysis of the accounts of three different types of female bloggers on the platform (dress-sharing bloggers, fitness bloggers, and shopping-sharing bloggers) and paying attention to their fan characteristics. This article finds that the values of female users are easily influenced by bloggers. On one hand, these mainstream popular videos can not only influence users’ thoughts but also give them help and motivation. This article investigates the phenomena of Xiaohongshu users across a range of age groups and concludes that Xiaohongshu will significantly alter women’s shopping demand and aesthetics. These images and videos will aid female followers in establishing a proper value if the Xiaohongshu bloggers are able to provide accurate and authentic information. On the other side, material provided by bloggers that is not wholly useful might have a negative impact on women’s values.
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