Cognitive Guidance and Purchase Conversion: The Path and Optimization of “Grass-Planting” Marketing on RedNote

Abstract

"Grass-planting" marketing is an emerging content strategy in the era of new media. Against the backdrop where brand competition has expanded to consumers' choices, many new media practitioners effectively utilize the "grass-planting" model relying on the unique content ecology of online platforms such as RedNote. Many bloggers have established positive emotional connections with consumers by providing practical suggestions, shopping guides and other measures, which has effectively enhanced brand awareness and marketing effectiveness. This study considers the core mechanism of “Grass-planting” marketing of new media and the balance between the authenticity of product content and promotion needs as core issues. Aiming to combine the relevant theories of user-generated content (UGC), this study uses the case analysis method to analyse typical "grass-planting cases" on the RedNote platform. Through this, it explores the complex interactions among key opinion leaders (KOLs), key opinion consumers (KOCs) and ordinary consumers in the new media environment, clarifies the current situation and principles of "Grass-planting" marketing, and provides further strategic guidance on "Grass-planting" marketing for merchants and self-media.