A Study on the Influence of Social Media Content Marketing on the Construction of Generation Z's Consumer Identity: The Case of Xiaohongshu Outfit Content

DOI: https://doi.org/10.62517/jnme.202610404

Author(s)

Qinglang Lyu

Affiliation(s)

University of Newcastle, Commerce, Newcastle, NSW, 2308, Australia

Abstract

Social media has evolved from a tool for information sharing into a key arena in which young people express themselves and shape their identities. Taking Xiaohongshu outfit content as the research object, this paper adopts a literature-based approach and draws on social identity theory, symbolic consumption theory and self-presentation theory to analyse the marketing characteristics of such content at three levels: visual presentation, discursive expression and interaction mechanisms. It discusses how these elements shape the consumer identity of Generation Z. The study finds that, through mechanisms such as aesthetic imitation, tagged self-presentation, circle belonging and ideal self-projection, Xiaohongshu outfit content gradually transforms consumption behaviour into a practice of identity construction. Outfit consumption becomes an important way for Generation Z to articulate "who I am", "where I belong" and "who I want to become". On this basis, the paper offers suggestions for platforms, brands and young users.

Keywords

Social Media; Content Marketing; Xiaohongshu; Generation Z; Consumer Identity; Outfit Culture

References

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