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

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

10卷第2期

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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
2026年10卷第2期页码：98-102
纸质出版：2026-04-30
DOI：10.47297/wspceWSP2516-251920.20261002
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Yidan Chen. (2026). Information Processing Pathways and Risk Boundaries of OTC Drug Content on Xiaohongshu: An ELM-Based Content Analysis. 创意经济（英文版）, 10(2), 98-102.

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.
Yidan Chen. (2026). Information Processing Pathways and Risk Boundaries of OTC Drug Content on Xiaohongshu: An ELM-Based Content Analysis. 创意经济（英文版）, 10(2), 98-102. DOI： 10.47297/wspceWSP2516-251920.20261002.

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

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