Author(s)

Xinyi Gong ¹

Affiliation(s)

¹ Three Gorges University, Xiling District, Yichang, 443002, China

Corresponding Author

Xinyi Gong

ABSTRACT

The Internet has restructured the relationship between brand communication and user consumption. Xiaohongshu and Douyin, as core arenas for social marketing, have formed differentiated communication ecosystems. Based on an integrated analytical framework combining "Uses and Gratifications Theory, Social Identity Theory, and Algorithmic Communication Theory," this study employs case study, content analysis, and in-depth interview methods. Taking "Perfect Diary" and the pet e-commerce brand "Colorful Pets" as empirical subjects, it systematically dissects the differences in communication mechanisms between the two platforms and their impact on user behavior. The research finds that Xiaohongshu revolves around "social identity - trust building," forming a rational decision-making chain of "people searching for goods" through KOL/KOC matrices and substantive content while Douyin follows the logic of "algorithm recommendation - emotional stimulation," building a perceptual conversion chain of "goods finding people" relying on short video scenarios and e-commerce closed loops. The two are not in competition but form a synergistic chain through "interest discovery - trust verification - conversion transaction." This research not only proposes a "Dual-Wheel Drive Model for Social Platform Communication" but also provides empirical support for brands to formulate cross-platform communication strategies.

KEYWORDS

Social Communication; User Behavior; Algorithm Recommendation; Social Identity; Dual-Platform Synergy

CITE THIS PAPER

Xinyi Gong, Dual-Wheel Drive of Trust and Interest: A Study on Communication Mechanisms and User Behavior on Social Platforms—An Empirical Analysis Based on Xiaohongshu and Douyin. Media and Communication Research (2025) Vol. 6: 115-123. DOI: http://dx.doi.org/10.23977/mediacr.2025.060516.

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