The Influence of Emotion-Soothing Narratives on Consumers' Purchase Intention in Xiaohongshu Beauty Brands: The Mediating Role of Brand Warmth

Shan Li

doi:10.47297/wspciWSP2516-252720.20261004

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Volume 10, Issue 4

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The Influence of Emotion-Soothing Narratives on Consumers' Purchase Intention in Xiaohongshu Beauty Brands: The Mediating Role of Brand Warmth
The Influence of Emotion-Soothing Narratives on Consumers' Purchase Intention in Xiaohongshu Beauty Brands: The Mediating Role of Brand Warmth
School of Foreign Languages, Wuhan University of Technology, Wuhan, Hubei, 430070, China
Vol. 10, Issue 4, Pages: 100-107(2026)
Published：30 August 2026
DOI：10.47297/wspciWSP2516-252720.20261004
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Shan Li.The Influence of Emotion-Soothing Narratives on Consumers' Purchase Intention in Xiaohongshu Beauty Brands: The Mediating Role of Brand Warmth[J].Creativity and Innovation,2026,10(04):100-107.
DOI：

Shan Li.The Influence of Emotion-Soothing Narratives on Consumers' Purchase Intention in Xiaohongshu Beauty Brands: The Mediating Role of Brand Warmth[J].Creativity and Innovation,2026,10(04):100-107. DOI： 10.47297/wspciWSP2516-252720.20261004.

摘要

Abstract

Against the prosperity of Xiaohongshu

traditional functional beauty marketing has become homogenized

while emotion-soothing narratives emerge to relieve users' appearance anxiety. Based on the Stimulus-Organism-Response (S-O-R) model and Warmth-Competence framework

this study conducted a one-way between-subjects experiment with 349 valid samples. Results show that emotion-soothing narratives significantly enhance brand warmth

which further boosts purchase intention. Independent t-tests reveal no direct effect of narrative type on purchase intention

yet a weak direct effect exists after controlling demographic variables. Brand warmth plays a significant mediating role. This research verifies that soothing narratives drive purchases mainly by shaping warm brand images

and provides practical strategies for social media beauty marketing.

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Keywords

references

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