The Impact of Social Media Marketing on Blind Box Purchase Intention: A Case Study of Content Dissemination on Xiaohongshu and Douyin

Abstract

The swift evolution of social media marketing has established platforms like Xiaohongshu and Douyin as pivotal conduits for disseminating product details and engaging with consumers. Concurrently, the inherent characteristics of blind box consumption—namely its unpredictability, entertainment appeal, collectibility, and emotional resonance—have garnered significant attention from young consumers in recent years. The convergence of the blind box economy with social media marketing strategies not only facilitates the transmission of fundamental product information but also ignites consumer curiosity. Factors such as heightened emotional engagement, elevated perceived value, and amplified social influence directly shape purchasing intentions. While existing literature predominantly focuses on individual determinants of blind box consumption or the broader landscape of social media marketing, there remains a notable scarcity of research addressing this topic. This study investigates the variations in how distinct categories of social media platforms impact consumer behavior regarding blind boxes, with a specific focus on comparing Xiaohongshu and Douyin. Grounded in the Stimulus-Organism-Response framework, the research employs a mixed-method approach comprising literature reviews, case studies, and textual analysis to examine blind box-related content on these two platforms. By synthesizing the observed disparities, this paper aims to deepen the understanding of the psychological mechanisms driving blind box purchases within the context of social media marketing. Furthermore, the findings are intended to offer strategic guidance for blind box brands, enabling them to develop differentiated content marketing strategies that align with the unique characteristics of each social media platform.