THE "SYMBOL DOMESTICATION" OF KOL MARKETING ON XIAOHONGSHU: THE GENERATION LOGIC OF SHOPPING INTENTIONS IN SOCIAL CONTEXTS

This thesis focuses on the Xiaohongshu platform, delving deeply into the phenomenon of "symbol domestication" in KOL marketing and the generation logic of consumers' shopping intentions in a social context. Through the analysis of the characteristics of the Xiaohongshu platform and the KOL marketing model, this paper reveals the significant role of symbols in marketing, elaborates on how symbols are domesticated and influence consumers' cognition, emotions and behaviors, and thereby generate shopping intentions. To provide theoretical support and practical references for understanding marketing phenomena and consumer behavior in the new media environment.