Banner of 46th World Congress of Vine and Wine
IVES 9 IVES Conference Series 9 OIV 9 OIV 2025 9 Elevating value: favourable value chains and resilient business model 9 How do KOCs influence wine consumers’ decisions? Based on NLP analysis and questionnaire surveys on Xiaohongshu

How do KOCs influence wine consumers’ decisions? Based on NLP analysis and questionnaire surveys on Xiaohongshu

Abstract

In China’s social media-driven marketing landscape, user-generated content (UGC) plays a pivotal role in brand communication and consumer decision-making. On platforms like Xiaohongshu, comment sections increasingly influence third-party users who have not yet made purchasing decisions. This study analyzes 100 popular KOC wine-related posts and over 10,000 associated comments, applying natural language processing for semantic classification. Four comment types were identified: personal feedback, purchase intent, inquiry, and non-substantive. A simulation-based questionnaire (N = 978) measured how each type affects perceived purchase intention. Results show that personal feedback and purchase intent comments significantly boost third-party users’ buying inclinations (p < 0.001). The findings highlight UGC’s “social cognitive mirror” effect and the interactive pathway of content–comment–engagement–conversion. For small and medium-sized wine brands, enhancing the visibility of high-impact comment types can serve as a cost-effective strategy to build trust and drive conversions. This study offers actionable insights for optimizing UGC management in content-driven platforms.
Download the full article

DOI:

Publication date: September 22, 2025

Issue: 46th World Congress of Vine and Wine

Type: Short communication

Authors

Li Xueru1

1 Hegang Teachers College

Contact the author*

Tags

IVES Conference Series | OIV | OIV 2025

Citation

Related articles…

Influence of precipitation on the phenolic and isotopic composition of Vitis Vinifera red wines

This study investigates how precipitation from November to February during each harvest year, influence the phenolic and isotopic profiles of red wines, particularly focusing on trans-resveratrol, total phenolic compounds, and carbon and oxygen isotopes (¹³C/¹²C and ¹⁸O/¹⁶O).

Read More

Tribological astringency index a parameter for adjusting maceration in red grapes winemaking

Astringency is one of the leading quality factors in red wines.

Read More

Sustainable geographical indications? Inclusion of sustainability criteria in the Denomination of Origin Campos de Cima da Serra, Brazil

The objective of this study is to assess the potential for integrating sustainability guidelines into Geographical Indications of wine, especially in the case of the Denomination of Origin Campos de Cima da Serra (CCS), Brazil.

Read More

Understanding wine as a sensory, emotional, and cognitive experience to promote and communicate conscious consumption

In the complex scenario that the wine industry and its promotion are currently facing, this research proposes a theoretical expansion of the traditional model used to understand the wine experience, namely the classic sensory, emotional and cognitive triad, moving toward a multidimensional approach that also incorporates cultural, symbolic and contextual dimensions in order to comprehend the conscious experience.

Read More

Grapevine downy mildew development as affected by chitosan spray treatments and metabolomics implications

Chitosan has been shown to enhance grapevine tolerance toward downy mildew while reducing the environmental impact of traditional protection products.

Read More