The Impact of Soft Selling Advertisements on Xiaohongshu on the Purchasing Intention and Decision Among the Young Adults in Malaysia

Fui, William Xuan Wei (2024) The Impact of Soft Selling Advertisements on Xiaohongshu on the Purchasing Intention and Decision Among the Young Adults in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

purpose of this research is to determine the impact of soft selling advertisements on Xiaohongshu purchasing intention and decision-making among Malaysian young adults. As Xiaohongshu is a popular social commerce platform, it has gained prominence as a powerful marketing tool for subtly engaging with consumers and cultivating brand loyalty. The functions of Xiaohongshu include allowing users to post content such as product reviews, recommendations, and their own opinion about any products or services, influencing the intention and decision of Malaysian young adults. Furthermore, it influences how they perceive user-generated content, electronic word-of-mouth content, and brand content on social media. On top of that, the research study also collects data from Xiaohongshu users via an online survey questionnaire delivered via Google form to analyse the users’ attitudes and behaviour using Ajzen's theory of planned behaviour. As a result, researchers can use the findings to determine the impact of soft selling advertisements on Xiaohongshu and how it influences purchasing intentions and decisions among Malaysian young adults. Keywords: Xiaohongshu, eWOM, UGC, Brand attitude, Theory of Planned Behavior