| Under the sweeping influence of the shared culture and consumer collaboration concept,more internet users are willing to participate in community sharing,covering all aspects of life from daily experiences to sharing favorite products to leisure travel.In this context,a new form of advertising has emerged-“recommended notes”.This article believes that “recommended notes” as a form of social media information flow that combines “content” and “advertisement” attributes,has become a major marketing platform for brands and a major way for users to socialize and consume content.Currently,there is little research on the motivation for participating in recommended notes,and little attention has been paid to the audience’s subjectivity and the motivation for their behavior of recommendation from the new audience perspective.This study not only explores why recommended notes has attracted a wide range of audiences as a new form of online advertising,but also analyzes recommended as a popular social phenomenon and form of dissemination.Therefore,this article selects the typical platform which called Xiaohongshu as the research object,from the new audience perspective,using in-depth interviews to analyze users’ participation behavior,motivations,and psychological mechanisms.The study found that users’ participation in recommended notes behavior showed three different aspects of participation,contribution,and consumption,from being a content disseminator to participating in the community as a producer in the context of participatory culture,and then to different aspects of emotional consumption of goods and content as consumers.At the same time,under the promotion of external environment,platform,and individual internal needs,a leap from occasional motivational behavior to long-term use habits has been achieved.Regarding the marketing nature of recommended notes,users have complex attitudes,which are neither completely acceptable nor completely resistible.Depending on different usage scenarios and their own needs,they exhibit different emotional attitudes such as openness,avoidance,and contradiction.For the motivation of seeking consumption reference,seeking identity recognition,entertainment,and mutual benefit,users participate in community content dissemination and production,accumulating social capital through information consumption and production,and obtaining a sense of control over their own consumption through sharing interactions.In the process of sharing and recording recommended notes,the audience completed a review and reflection on their current status,gradually gaining awareness of the consumer groups and aesthetic tendencies to which they belong,and experiencing the emotions and values brought by group identity through socialization,further strengthening their selfidentity.This article hopes to provide some reference from the perspective of practical application and theoretical illumination.On the one hand,from the perspective of business and communication,when traditional advertising is gradually declining and traffic dividends are gradually peaking,understanding the multiple behavior motivations of users participating in recommended notes can be more targeted for content production,achieving the coupling of advertising content and user motivation,relieving the shackles of existing social media advertising placements,and achieving accurate and efficient dissemination.From the perspective of user needs,a clearer motivation path helps to clarify the ambiguous state when faced with recommended notes,further highlighting subjectivity to achieve efficient information acquisition,accumulation of social capital,self-awareness,and achievement of goals.Finally,a winwin situation is achieved between micro-individuals and macro-economy.On the other hand,this study takes the most typical recommended notes as an example to glimpse into the users’ participation behavior,motivations,and psychological mechanisms,which has some reference value for the research of new forms of advertising and social media. |
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