Emotional Appeals and Algorithmic Influence: How Xiaohongshu (Red) Advertising Shapes Consumer Behavior and Brand Loyalty

This paper examines the transformative impact of social media platforms, such as XiaoHongshu, for luxury brands. By integrating user-generated content (UGC) with professionally generated content (PGC), these platforms provide brands with avenues to engage consumers through emotional appeals and personalized interactions. XiaoHongshu's algorithmic recommendation system further amplifies this effect by personalizing content based on user activity, thereby enhancing brand awareness and engagement. Using YSL's 'Inspired Girls' campaign as a case study, this paper investigates how XiaoHongshu's advertising strategies—emotional appeal, UGC engagement, and algorithmic recommendations—affect consumer behavior and brand loyalty.