Author(s)

Yiqi Huang ¹

Affiliation(s)

¹ Hong Kong University of Education, Hong Kong, China

Corresponding Author

Yiqi Huang

ABSTRACT

With the accelerated proliferation of social media, Xiaohongshu (RED) has emerged as a pivotal arena for beauty brand communication. However, despite its popularity, beauty brands frequently encounter multifaceted dissemination challenges on the platform, significantly hindering their capacity to convert consumer interest into actionable decisions. This study delves into the complexities inherent in beauty brand communication on Xiaohongshu, identifying core impediments such as the attenuation of content diffusion efficiency, the erosion of user trust mechanisms, and the imbalance within platform traffic distribution. Moreover, the research explores the mechanisms through which user interaction can recalibrate consumer decision-making trajectories by enhancing information acquisition efficiency, deepening emotional resonance, and reinforcing decision-making confidence. Drawing on these insights, the paper proposes a triadic optimization framework—refining content interaction design, fortifying community-based engagement operations, and implementing data-driven adaptive interaction strategies. These propositions are intended to offer both theoretical enrichment and actionable guidance for beauty brands seeking to transcend communication bottlenecks and leverage user interaction to drive decision efficiency within the Xiaohongshu ecosystem.

KEYWORDS

Xiaohongshu; Beauty Brands; Communication Dilemma; User Interaction; Consumer Decision-Making

CITE THIS PAPER

Yiqi Huang, Barriers to Beauty Brand Communication on Xiaohongshu and the Role of User Interaction in Enhancing Consumer Decision-Making. Media and Communication Research (2025) Vol. 6: 41-47. DOI: http://dx.doi.org/10.23977/mediacr.2025.060405.

REFERENCES

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[3] Xu, Y. C., & Wu, Z. H. (2023). The Communication Logic of "Planting Grass" Notes on Xiaohongshu in the Era of New Media. Art and Technology, 36(21), 145–147. 
[4] Mao, L. N., Li, K. X., Yi, X., et al. (2024). Value Creation Mechanisms in Livestream E-Commerce Enabled by Influencers: A Dual-Case Study of Xiaohongshu. Modern Business, (8), 15–18.
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