Research on the Influence Mechanism of Social Media Meme Marketing on Consumers' Purchase Intention: Taking Xiaohongshu's Signature Agricultural Product "Xianpinli" as an Example

Fanyu Zhou

doi:10.47297/wspciWSP2516-252753.20261003

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Research on the Influence Mechanism of Social Media Meme Marketing on Consumers' Purchase Intention: Taking Xiaohongshu's Signature Agricultural Product "Xianpinli" as an Example

10卷第3期

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Research on the Influence Mechanism of Social Media Meme Marketing on Consumers' Purchase Intention: Taking Xiaohongshu's Signature Agricultural Product "Xianpinli" as an Example
Research on the Influence Mechanism of Social Media Meme Marketing on Consumers' Purchase Intention: Taking Xiaohongshu's Signature Agricultural Product "Xianpinli" as an Example
School of Law and Journalism, Wuhan East Lake University, Wuhan, Hubei, 430070, China
2026年10卷第3期页码：257-263
网络首发：2026-08-07，

纸质出版：2026-06-30
DOI：10.47297/wspciWSP2516-252753.20261003
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Fanyu Zhou. (2026). Research on the Influence Mechanism of Social Media Meme Marketing on Consumers' Purchase Intention: Taking Xiaohongshu's Signature Agricultural Product "Xianpinli" as an Example. 创意与创新（英文版）, 10(3), 257-263.

Zhou Fanyu.Research on the Influence Mechanism of Social Media Meme Marketing on Consumers' Purchase Intention: Taking Xiaohongshu's Signature Agricultural Product "Xianpinli" as an Example[J].Creativity and Innovation,2026,10(03):257-263.
Fanyu Zhou. (2026). Research on the Influence Mechanism of Social Media Meme Marketing on Consumers' Purchase Intention: Taking Xiaohongshu's Signature Agricultural Product "Xianpinli" as an Example. 创意与创新（英文版）, 10(3), 257-263. DOI： 10.47297/wspciWSP2516-252753.20261003.

Zhou Fanyu.Research on the Influence Mechanism of Social Media Meme Marketing on Consumers' Purchase Intention: Taking Xiaohongshu's Signature Agricultural Product "Xianpinli" as an Example[J].Creativity and Innovation,2026,10(03):257-263. DOI： 10.47297/wspciWSP2516-252753.20261003.

摘要

Abstract

After social media became popular

meme marketing has become an important way for brands to build emotional connections with young consumers because of its humor

ease of engagement and strong dissemination power. However

it is not clear exactly how meme marketing works in the field of local agricultural products. Local produce has the attribute of a "trust product"

meaning that even if consumers have bought it or even eaten it

it is still very difficult for them to fully figure out the core quality (such as whether the origin is real or whether the cultivation process is really organic) on their own. So in the marketing message of this type of product

the signals that can generate trust are particularly important. Our study combined meme theory

SOR theory and VAB model to try to figure out an influence path of "meme characteristics → psychological mechanism → purchase intention". The study focused on the single case of "Xianpinli" on Xiaohongshu

using a combination of singlecase tracking and questionnaire surveys

with the aim of delving into the mechanism by which meme marketing influences consumers' willingness to purchase local agricultural products. The results show that the humor

relevance and interactivity of the meme have an impact on purchase intention through both the cognitive pathway (information credibility) and the emotional pathway (personal identification

social identification

emotional resonance)

and the mediating effect of both pathways holds true. The "trust product" feature of local agricultural products plays a moderating role in this process

making mechanisms that convey trust

such as personification endorsements

particularly crucial. Our research provides agricultural product brands with a "low-cost

emotionally intense

and replicable" meme marketing approach

which also contributes some decision-making references to the branding of agricultural products in the context of rural revitalization.

关键词

Keywords

references

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