Convincing Communication Research Of Redbook

As a representative of social e-commerce,Red has been focusing on user-generated content as its core driving force since its establishment in 2013.Since 2020,Redbook has built a B2K2C business model,realizing the successful transmission of information from brand parties to opinion leaders to marginal consumers,and showing a good persuasive effect.Through case analysis,literature research and participatory observation,this paper selects 118 notes with exposure of 10,000+from the top 10 research subjects from October 2020 to November 2020 as research samples.The published 118 notes were used as research samples to conduct descriptive analysis,and based on Carl Hovland's model of persuasion and attitude change,the theoretical model of Redbook's persuasive communication was constructed.This article summarizes the components of its effect elements:persuader—Redbook's communicators,opinion dissemination—Redbook's notes,persuasion situation—Redbook's platform,persuasion target—Redbook's users.The audience is the final link in the study of persuasion and attitude change,and the attitude of the audience is the focus of the research.This article analyzes the effect of persuasion from the three links of"cognition—emotion—behavior" through the platform's data and questionnaire survey.The key to good results of Redbook's persuasive communication lies in the high credibility of opinion leaders,the unique media environment of Redbook,and the unique style of notes on the site.Based on the understanding of the target users,Redbook adopts intelligent technology to achieve a personalized and immersive mimic environment,bringing a strong sensory experience to the audience.At the same time,community communication and word of mouth,based on the strong relationship,has deepened the audience's cognitive impression.Redbook's opinion leaders have diverse roles and create a highly credible image.They produce notes with various APPeals of fear,emotion and rationality,which attract users to the greatest extent,stimulate user emotional resonance,and lay the foundation for the ultimate realization of persuasive communication.The highest level of Redbook's persuasive effect is to encourage and promote users to realize the conversion of purchasing behavior.From the background data and the results of questionnaire surveys,users have a strong tendency from cognition to emotion and behavior.In the process of persuasion,many problems have been exposed,such as the lack of professional ethics of the persuader,the aesthetic alienation caused by the lack of checks,the gap in the ecological construction of the Redbook,and whether native advertising will affect the experience.In view of the above problems,the woodpecker plan,the grasp of the scale of persuasion,the promotion of all parties' literacy and other strategies hope to be able to help the operation of the Redbook.