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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.
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Publication date: September 22, 2025

Issue: 46th World Congress of Vine and Wine

Type: Short communication

Authors

Li Xueru1

1 Hegang Teachers College

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Tags

IVES Conference Series | OIV | OIV 2025

Citation

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