Downloads

https://doi.org/10.62836/jissh.v3i3.0023
Bai, R. (2026). Sustainable Brand Marketing Strategies and Future Development Trends on RedNote: A Brief Literature Review and Prospective Analysis. Journal of Integrated Social Sciences and Humanities, 3(3), 0023. https://doi.org/10.62836/jissh.v3i3.0023
Volume 3, Issue 3, 2026

Sustainable Brand Marketing Strategies and Future Development Trends on RedNote: A Brief Literature Review and Prospective Analysis

In the background of the post-greenwashing era, consumers have a strong ability to identify the brand’s environmental protection concept. RedNote has attracted a large number of young consumers and become a powerful platform for sustainable brands to carry out green marketing. At present, many scholars have focused on the analysis of marketing data, but they do not have enough analysis of platform-based communities. This paper uses content analysis method to conduct a detailed analysis of RedNote, combined with manual coding and word frequency statistics, and takes 40 innovative brands as research objects, focusing on the analysis of their marketing strategies, and analyzing the changes in three aspects, including brand value, scenario and operation, and putting forward reasonable suggestions for the development of enterprises. The research results show that enterprises should strive to improve their transparency, be close to consumers, and create a good community in the long term, which is conducive to the improvement of consumer trust. This research conclusion can play a reference role in the development of green brands, and also helps to broaden the research framework.

sustainable brands RedNote post-greenwashing green marketing content analysis

References

  1. Dong Y, Chen DG. From Material Turn to Reconstruction of Consumption Relations: Background, Course and Possibility of Sustainable Fashion Development. Art & Design Research 2022; (4): 11–15. (In Chinese)
  2. Xu X, Li C. From Agenda Setting to Agenda Setting Network: The Gradient Agenda Setting Network Structure of Social Network Opinion Leaders. Journalism & Communication 2024; (2): 53–66. (In Chinese)
  3. Li KX. Data-Driven Marketing: Accurate Matching of RedNote User Portraits and Consumption Demands. Modern Business Research 2025; (16): 100–102. (In Chinese)
  4. Wang X, Zhang ZQ. Research on Book Marketing Strategies of Publishing Houses on RedNote Platform. Science-Technology & Publication 2024; (5): 105–113. (In Chinese)
  5. Zhao YT. Research on Enterprises’ Sustainable Brand Marketing Paths Under the Background of Green Consumption. Business 2.0 2025; (31): 34–36. (In Chinese)
  6. Zhao CL. Analysis on Optimization Path of Marketing Modes for Commercial Enterprises in Green Economy. China Collective Economy 2025; (24): 97–100. (In Chinese)
  7. Yang L, Wang CQ. Research on Value Co-Creation Realization Mechanism of RedNote “Grass-Planting Marketing”. The Video-Audio Circle 2024; (4): 73–77. (In Chinese)
  8. Wang SC, Xuan ZN, Sun L, et al. Research on Value Co-Creation Mechanism of Social E-commerce Brand Equity Based on User-Generated Content. Science of Science and Management of S. & T. 2021; 42(7): 35–52. (In Chinese)
  9. Xu X. Concentric Circle of Social Network Opinion Leaders: Phenomenon, Structure and Rules. Journal of Shenzhen University (Humanities & Social Sciences) 2022; 39(1): 133–148. (In Chinese)

Supporting Agencies

  1. Funding: This research received no external funding.