User-Generated Content in Social Commerce: A Study of Xiaohongshu

Abstract

Social commerce blends social interaction and online shopping, and it relies heavily on user-generated content (UGC). UGC refers to any information about products or services created by ordinary users (not companies) in formats like text reviews, photos, videos, or live streams. On platforms like Xiaohongshu, UGC is the main source of product information and greatly influences what people buy. This paper examines the types and features of UGC in social commerce and explains how UGC affects consumer decisions through both information and emotional paths. This study also discusses challenges such as fake reviews, hidden advertisements by influencers, and algorithm bias. For example, studies show that UGC builds trust and community by sharing real experiences, but false or sponsored posts can erode that trust. By combining literature review and real cases from Xiaohongshu, this paper highlights how authentic UGC can support better shopping decisions. This study concludes that with better transparency and moderation, UGC will remain a powerful and trustworthy force in social commerce.