Information Processing Pathways and Risk Boundaries of OTC Drug Content on Xiaohongshu: An ELM-Based Content Analysis

Yidan Chen

doi:10.47297/wspceWSP2516-251920.20261002

PDF
Export
Share
Collection
Album

Information Processing Pathways and Risk Boundaries of OTC Drug Content on Xiaohongshu: An ELM-Based Content Analysis

Volume 10, Issue 2

Views: 0 Downloads: 1

Information Processing Pathways and Risk Boundaries of OTC Drug Content on Xiaohongshu: An ELM-Based Content Analysis
Information Processing Pathways and Risk Boundaries of OTC Drug Content on Xiaohongshu: An ELM-Based Content Analysis
University of Shanghai for Science and Technology, Yangpu District, Shanghai, 200093, China
Vol. 10, Issue 2, Pages: 98-102(2026)
Published：30 April 2026
DOI：10.47297/wspceWSP2516-251920.20261002
Accepted：

Scan QR Code

Chen Yidan.Information Processing Pathways and Risk Boundaries of OTC Drug Content on Xiaohongshu: An ELM-Based Content Analysis[J].Creative Economy,2026,10(02):98-102.
DOI：

Chen Yidan.Information Processing Pathways and Risk Boundaries of OTC Drug Content on Xiaohongshu: An ELM-Based Content Analysis[J].Creative Economy,2026,10(02):98-102. DOI： 10.47297/wspceWSP2516-251920.20261002.

摘要

Abstract

Social content platforms have become important spaces where consumers encounter information about over-the-counter (OTC) drugs. In China

Xiaohongshu has popularized "grass-planting" posts

a form of experience-based recommendation that combines personal storytelling

lifestyle expression

and product-related information. Because OTC drugs involve indication boundaries

dosage

contraindications

adverse reactions

and risks of self-medication

such content should not be treated as ordinary consumer recommendation. Drawing on the Elaboration Likelihood Model (ELM)

this study analyzes 100 high-engagement Xiaohongshu posts concerning common OTC self-medication scenarios. The analysis identifies three recurring content moves: symptom-scenario framing

health information explanation

and drug information embedding. These moves shape attention

credibility assessment

and risk interpretation through both peripheral and central information cues. The study also finds that explicit purchase guidance is rare

but weak conversion cues do not necessarily indicate low risk. Instead

they may obscure promotional intent and shift users toward off-platform search and purchasing contexts where information becomes fragmented. The study contributes to research on grass-planting

health communication

and platform governance by shifting the focus from persuasion effectiveness to information accuracy

advertising transparency

indication boundaries

and user protection.

关键词

Keywords

references

iResearch Consulting . White Paper on the Marketing Value of Grass-Planting Content Platforms in 2021 [R ] . Shanghai : iResearch Consulting Research Report Series , 2021 .

Cheung C M K , Thadani D R . The impact of electronic word-of-mouth communication: A literature analysis and integrative model [J ] . Decision Support Systems , 2012 , 54 ( 1 ): 461 - 470 .

Lou C , Yuan S . Influencer marketing: How message value and credibility affect consumer trust of branded content on social media [J ] . Journal of Interactive Advertising , 2019 , 19 ( 1 ): 58 - 73 .

Hughes C M , McElnay J C , Fleming G F . Benefits and risks of self medication [J ] . Drug Safety , 2001 , 24 ( 14 ): 1027 - 1037 .

Moorhead S A , Hazlett D E , Harrison L , Carroll J K , Irwin A , Hoving C . A new dimension of health care: Systematic review of the uses, benefits, and limitations of social media for health communication [J ] . Journal of Medical Internet Research , 2013 , 15 ( 4 ): e85 .

Chen M , Yin J L . Marketing strategies of knowledge influencers under the "grass-planting" economy: A case study of Xiaohongshu [J ] . Youth Journalist , 2023 ( 22 ).

Fu D H , Hu L . A brief discussion on the phenomenon and development trend of grass-planting marketing in the mobile Internet era [J ] . Communication and Copyright , 2020 ( 8 ): 142 - 144 .

Xu B . Brand marketing strategies for OTC drugs [J ] . Co-Operative Economy & Science , 2024 ( 7 ): 85 - 86 .

Petty R E , Cacioppo J T . Communication and Persuasion: Central and Peripheral Routes to Attitude Change [M ] . New York : Springer-Verlag , 1986 .

Zhou T . Understanding online health community users' information adoption intention: An elaboration likelihood model perspective [J ] . Online Information Review , 2022 , 46 ( 1 ): 134 - 146 .

Gong H , Xu Y , Huang M H . Persuasive mechanisms and reflections on science popularization influencers during the COVID-19 pandemic: A two-group experimental study based on the elaboration likelihood model [J ] . Chinese Journal of Journalism & Communication , 2022 .

Li Z F , Shi Z Q . Research on health information interaction behavior of young social media users: A qualitative analysis based on personal-experience task experiments and behavioral event interviews [J ] . Knowledge Management Forum , 2025 , 10 ( 2 ): 157 - 175 .

State Administration for Market Regulation . Measures for the Administration of Internet Advertisements [S ] . 2023 .

State Administration for Market Regulation . Interim Measures for Examination and Administration of Advertisements for Drugs, Medical Devices, Health Foods and Formula Foods for Special Medical Purposes [S ] . 2019 / 2020 .