A Study on the Culture Behind the Behavior of "Grass Planting": Taking Douyin as an Example

Huiyu Cai; Siyuan Yuan; Xinyue Li

doi:10.62177/apemr.v2i4.531

Authors

Huiyu Cai Shanghai University
Siyuan Yuan Chongqing Finance and Economic College
Xinyue Li Guangxi Normal University

DOI:

https://doi.org/10.62177/apemr.v2i4.531

Keywords:

Grass Planting, Consumerism, Social Media, Symbolic Consumption, Youth Culture

Abstract

This study explores how the "grass planting" mechanism on social media platforms stimulates users' consumption desire and drives purchasing behavior. Through textual sentiment analysis of comments on popular "grass planting" short videos on Douyin, combined with the theories of "consumer society" and "imaginative consumption", it is found that "grass planting" is not merely a product recommendation, but a process where opinion leaders construct ideal life scenarios through visual symbols, inducing users' imitation and self-identification. Additionally, the resonance effect of the emotional atmosphere in the comment section contributes to users' emotional consumption decisions. This study reveals the "content-emotion-identity-purchase" consumption chain in the context of social media communication, enriching the understanding of the communication mechanism of new media advertising.

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