Investigating the Uses of Xiaohongshu (Red) as a Public Relations Tool

Ng, Weng Kar (2022) Investigating the Uses of Xiaohongshu (Red) as a Public Relations Tool. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The purpose of this study is to find out the user's attitude towards XiaoHongShu(RED) content. This is because of the rise of XiaoHongShu(RED). It adds more functionality to the platform by allowing users to post various types of content such as product reviews, purchases, and even sharing their own opinions in order to influence other people's decisions. Thus, it will have an impact on user behavior and how they perceive a brand in negative, positive, and neutral ways. Additionally, this study will collect data from XiaoHongShu(RED) users via questionnaires in order to determine their user attitudes, user behavior, and brand attitude using the theory of planned behavior by Ajzen. As a result, Public Relations Practitioners can use the findings to determine what their company can do to avoid negative brand attitudes from users. Also, Public Relations Practitioners can have a better understanding of how the outcome will affect a company.