Analyzing The Advantages of User-generated Content Advertising Platform: A Case Study on Little Red Book

Research Article
Open access

Analyzing The Advantages of User-generated Content Advertising Platform: A Case Study on Little Red Book

Yawen Sun 1*
  • 1 Zhongnan University of Economics and Law    
  • *corresponding author 1812211236@mail.sit.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/43/20232139
AEMPS Vol.43
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-107-0
ISBN (Online): 978-1-83558-108-7

Abstract

With the introduction of Web 2.0, internet users have become targets of information dissemination. Advertising based on user-generated content (UGC) has gained popularity. The purpose of this study was to investigate the benefits of the Little Red Book. Using Little Red Book as a case study, relevant data on UGC and the Little Red Book platform over the past five years, along with the 4Ps factors of marketing mix theory, were applied to analyze the three primary reasons why Little Red Book successfully occupied a large share of the UGC market and to provide three recommendations. First, Little Red Book's user verticality is high, accurately positioning the female market and the middle-to-upper-class demographic. Suggest increasing the number of users, penetrating a "shrinking market," and developing the economy. Second, Little Red Book UGC advertising is driven by content quality, which is advantageous for brand image formation. Propose establishing an online e-commerce business and a commercial closed-loop. Lastly, the UGC advertising investment cost for Little Red Book is low, and the return rate is high. It is advised to standardize the advertising pricing mechanism, increase the KOL threshold, and establish a brand cooperation system in collaboration with MCN.

Keywords:

the UGC advertising, marketing mix theory, the Little Red Book

Sun,Y. (2023). Analyzing The Advantages of User-generated Content Advertising Platform: A Case Study on Little Red Book. Advances in Economics, Management and Political Sciences,43,125-132.
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References

[1]. Pan, Q.: User Contribution: From the Age of Old Media to the Age of Web2.0. Public Communication of Science & Technology, 10(16),7-8(2018).

[2]. Qin, J.Y., An, Q.: Analysis and Development Suggestions of Online Marketing Strategies Based on User UGC in the Era of Fan Economy: Taking Little Red Book as an Example. Industrial Innovation, (16),34-36(2022).

[3]. Zhu, S.X.: Research on the C2B Business Model of Cross border E-commerce Based on UGC Community Marketing - Taking Little Red Book as an Example. Journal of Hanjiang Normal University, 41(06),25-30(2021).

[4]. Chen, D.Z., Yue, L.Y.: Research on the Impact of User Generated Content (UGC) on Users' Consumer behavior -- Taking Little Red Book as an Example. Science & Technology for Development, 17(09), 1753-1758(2021).

[5]. Xu, T.Y., Liu, P.: Case Analysis of UGC Social Marketing Platform - Taking Little Red Book, Dewu, and Dianping as Examples. China Journal of Commerce, (05),41-43(2022).

[6]. Li, Y.: Analysis of Group polarization under the background of Little Red Book's stratification. Voice & Screen World, (02),105-110(2023).

[7]. Pang, Z.Q.: Research on Enterprise Marketing Strategy Based on the 4Ps Factors of Marketing Mix Theory. Investment And Entrepreneurship, 34(05),104-106(2023).

[8]. Wang, Y.J., Zhang, N.: Research on Marketing Strategies of Pet Platforms Based on the 4Ps Factors of Marketing Mix Theory - Taking the Pochi Pet Platform as an Example. Modern Animal Husbandry Science & Technology, (04),101-104(2023).

[9]. Miao, S.Q.: Research on Bili Bili Marketing Strategy Based on STP Theory and 4P Theory. Journal of Luohe Vocational and Technical College, 21(05),66-69(2022).

[10]. Zhu, Y., Wang, Z.J.: C.M.CHI FOREST Internet thinking deduces 4P new marketing. China Market(12),178-181(2022).

[11]. Zhou, F.: Analysis of Marketing Strategies of Tea Beauty and Color for Generation Z Based on 4P Theory. Journalism Communication (09),12-14(2022).

[12]. Dai, Y.L., Wang, Y.M., Wu. Y.Y.: A Study on the Factors Influencing Women's Intention to Continuously Use Little Red Book from a Specific Audience Perspective. Media Science and Technology of China (11),47-51(2022).

[13]. Shen, J.X.: The Way of "Nominating" Marketing for Consumer Product Brands in the New Media Environment. New Media Research5(06),68-69(2019).

[14]. Ma, Y.F., Bi, W.N.: The Circle based Expression and Utilization of Short Video Sinking Market under the Concept of Aesthetic Configuration. Radio & TV Journal (04),164-166(2022).

[15]. Zhang, X.S.: Analysis of the Credibility Dilemma and Response Strategies of Little Red Book from the Perspective of the Platform. Journalism & Media Studies (10),178-180(2022).

[16]. Lu,Q.: Research on the Business Model of Content based Community Platform -- A Case study Based on Little Red Book. China Newspaper Industry(14),56-57(2022).

[17]. Li, X.G., Shi, D.: Little Red Book, After Being "de-influenced". Business Management Review(09),54-56(2019).

Cite this article

Sun,Y. (2023). Analyzing The Advantages of User-generated Content Advertising Platform: A Case Study on Little Red Book. Advances in Economics, Management and Political Sciences,43,125-132.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-107-0(Print) / 978-1-83558-108-7(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.43
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Pan, Q.: User Contribution: From the Age of Old Media to the Age of Web2.0. Public Communication of Science & Technology, 10(16),7-8(2018).

[2]. Qin, J.Y., An, Q.: Analysis and Development Suggestions of Online Marketing Strategies Based on User UGC in the Era of Fan Economy: Taking Little Red Book as an Example. Industrial Innovation, (16),34-36(2022).

[3]. Zhu, S.X.: Research on the C2B Business Model of Cross border E-commerce Based on UGC Community Marketing - Taking Little Red Book as an Example. Journal of Hanjiang Normal University, 41(06),25-30(2021).

[4]. Chen, D.Z., Yue, L.Y.: Research on the Impact of User Generated Content (UGC) on Users' Consumer behavior -- Taking Little Red Book as an Example. Science & Technology for Development, 17(09), 1753-1758(2021).

[5]. Xu, T.Y., Liu, P.: Case Analysis of UGC Social Marketing Platform - Taking Little Red Book, Dewu, and Dianping as Examples. China Journal of Commerce, (05),41-43(2022).

[6]. Li, Y.: Analysis of Group polarization under the background of Little Red Book's stratification. Voice & Screen World, (02),105-110(2023).

[7]. Pang, Z.Q.: Research on Enterprise Marketing Strategy Based on the 4Ps Factors of Marketing Mix Theory. Investment And Entrepreneurship, 34(05),104-106(2023).

[8]. Wang, Y.J., Zhang, N.: Research on Marketing Strategies of Pet Platforms Based on the 4Ps Factors of Marketing Mix Theory - Taking the Pochi Pet Platform as an Example. Modern Animal Husbandry Science & Technology, (04),101-104(2023).

[9]. Miao, S.Q.: Research on Bili Bili Marketing Strategy Based on STP Theory and 4P Theory. Journal of Luohe Vocational and Technical College, 21(05),66-69(2022).

[10]. Zhu, Y., Wang, Z.J.: C.M.CHI FOREST Internet thinking deduces 4P new marketing. China Market(12),178-181(2022).

[11]. Zhou, F.: Analysis of Marketing Strategies of Tea Beauty and Color for Generation Z Based on 4P Theory. Journalism Communication (09),12-14(2022).

[12]. Dai, Y.L., Wang, Y.M., Wu. Y.Y.: A Study on the Factors Influencing Women's Intention to Continuously Use Little Red Book from a Specific Audience Perspective. Media Science and Technology of China (11),47-51(2022).

[13]. Shen, J.X.: The Way of "Nominating" Marketing for Consumer Product Brands in the New Media Environment. New Media Research5(06),68-69(2019).

[14]. Ma, Y.F., Bi, W.N.: The Circle based Expression and Utilization of Short Video Sinking Market under the Concept of Aesthetic Configuration. Radio & TV Journal (04),164-166(2022).

[15]. Zhang, X.S.: Analysis of the Credibility Dilemma and Response Strategies of Little Red Book from the Perspective of the Platform. Journalism & Media Studies (10),178-180(2022).

[16]. Lu,Q.: Research on the Business Model of Content based Community Platform -- A Case study Based on Little Red Book. China Newspaper Industry(14),56-57(2022).

[17]. Li, X.G., Shi, D.: Little Red Book, After Being "de-influenced". Business Management Review(09),54-56(2019).

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