Exploring Xiaohongshu’s role in business promotion among new Chinese migrant enterprises

Social media has become an essential part of daily life and plays a crucial role in business. This study examines how new Chinese migrant enterprises in Auckland, New Zealand, use the social media platform Xiaohongshu (Rednote) for business promotion. Using qualitative interviews, it investigates how these enterprises leverage Xiaohongshu to enhance brand visibility and consumer engagement. Findings reveal that Xiaohongshu’s integration of social networking and brand promotion helps businesses overcome cultural and market barriers, foster customer loyalty, and drive sales. This study contributes to transnational entrepreneurship and social capital theories by highlighting the platform’s role in facilitating cross-cultural business operations. It also provides valuable insights into the digital marketing strategies of migrant enterprises, emphasising the significance of culturally specific social media platforms in global business promotion.