Exploring the Impact of Xiaohongshu on the Psychology of Young White-Collar Employees in China

The School of Public Administration, Hohai University, Nanjing, Jiangsu, 211100, China

^* Corresponding author: 1811030409@stu.hrbust.edu.cn

Abstract

Since its establishment in 2013, the Xiaohongshu (Little Red Book) app has rapidly as a prominent social platform. Known for its high-quality and engaging user-generated original content, the platform records and introduces various experiences and usage strategies in different fields such as fashion, photography, shopping, and food through various forms. Due to its unique content and format, Xiaohongshu is popular among young female users and has become a leader in comprehensive software. This study delves into the psychological impact of the Chinese social media platform Xiaohongshu on young white-collar professionals. In order obtain valid data, we conducted a comprehensive survey through the questionnaire. Through detailed analysis of the survey results, we found that Xiaohongshu, as a popular social media app, has had a broad profound impact on the psychology of young white-collar professionals. Furthermore, the study found that Xiaohongshu not only provides a platform for young white-collar professionals to information and share experiences, but also meets emotional, social, and self-identity needs through its rich content formats and personalized recommendations. In addition, Xiaohongshu also positively influences users’ values, consumption attitudes, and lifestyles by inspiring their desires and pursuits. In conclusion, Xiaohongshu app has a significant influence on young white-collar professionals, and its positive impact on user psychology deserves further attention and research.