在全球加速邁入數位化的進程中，社群媒體平台逐漸成為跨文化市場中塑造品牌 價值的關鍵因素。本研究旨在探討社群媒體在多元文化語境中，如何協助品牌進 行價值的塑造與傳遞。研究核心聚焦於異文化環境下個人品牌建立的策略，並進 一步分析中國本地社群平台「小紅書」的實務應用與平台邏輯。本研究採用質性 研究方法，並運用 Gioia 架構作為理論分析基礎，針對一家國際行銷企業進行深 入訪談，同時輔以一位西方運動員於中國市場的品牌操作經驗作為補充資料進行 整合探討。研究發現品牌價值的構築可歸納為三個主要方向:以社群互動為驅動 的價值創造、文化適配性的品牌調整策略，以及從使用者行為中洞察成效的分析 方法。在小紅書平台上，成功的品牌策略多仰賴情感共鳴、本地化內容，以及與 使用者保持密切交流的能力。真誠且具有文化連結性的內容表現優於純粹技術導 向的內容;而如轉發、留言與使用者主動發起的互動，更是促使品牌價值深化與 策略微調的核心驅力。
本研究對行銷與國際品牌管理領域提供實質貢獻，揭示文化敏銳度與平台操作特 性對品牌能否在多文化市場中取得成功具有決定性影響。此外，研究也歸納出實 務建議，指出品牌在面對文化多樣性高的市場時，應特別強調回應速度、誠懇的 溝通方式與社群互動的關鍵角色。

n the context of increasing global digital connectivity, The formation of brand value in multicultural markets is increasingly shaped by the influence of social media.This thesis explores how brand value can be strategically developed through social media in cross-cultural markets, with a focus on the Chinese platform Xiaohongshu (RED). Using a qualitative research design and the Gioia methodology, the study gathered insights through semi-structured interviews. A cross-border marketing agency and content performance data from real-world campaigns involving a Western athlete entering the Chinese digital space.
The findings reveal three key dimensions of brand value creation: Social Media–Driven Value Creation, Culturally Responsive Branding Strategies, and Performance and Consumer Insights. The analysis shows that successful branding on Xiaohongshu depends on emotional resonance, localized storytelling, and continuous engagement with user feedback. Culturally aligned and emotionally sincere content significantly outperformed technically complex but culturally distant material. Furthermore, reposts, comments, and audience-initiated themes emerged as central drivers of value and strategic direction.
By highlighting the importance of cultural fluency, platform dynamics, and audience participation, this research enhances our understanding of digital marketing and international branding.It offers practical implications for marketers aiming to localize branding efforts in culturally distinct markets and highlights the importance of responsiveness, humility, and community in cross-cultural digital engagement.

Thesis Validation letter .........................................................................................i
Acknowledgements ......................................................................................ii
摘要................................................................................ iii
Abstract ................................................................................. iv
Chapter 1: Introduction ........................................................................................1
Chapter 2: Literature review .........................................................................................3
2.1 Brand Management.................................................................3
2.2 Social Media ................................................................................4
2.3 Leveraging Social Media for Brand Value Creation ...................................6
2.4 Cross-Cultural Differences in Social Media Branding....................................7
2.5 Cross-Cultural Dimensions: A Comparison of Germany and China...............8
2.6 The Role of KOLs and Social Media Influencers in Brand Building............10
2.7 Trust and Authenticity in Social Media Branding .........................................12
2.8 Overview of Xiaohongshu (RedNote) ...........................................................14
Chapter 3: Methodology..............................................................17
3.1 Methodological Approach .............................................................................17
3.2 Interviews and Fieldwork ..............................................................................18
3.3 Data Analysis....................................................................19
3.4 Platform Selection Justification: Why Xiaohongshu and Not TikTok ..........21
Chapter 4: Findings.......................................................................23
4.1 Social Media–Driven Brand Value Creation .................................................23
4.2 Culturally Responsive Branding....................................................................26

4.3 Performance and Consumer Insights .............................................................28
4.4 Summary...............................................................30
Chapter 5: Discussion...........................................................32
5.1 Strategic Adaptation through Platform-Specific Value Creation ..................32
5.2 Localized Branding and the Power of Emotional Fluency ............................32
5.3 Performance-Driven Learning and Co-Creation............................................33
5.4 Theoretical Contribution.............................................................34
5.5 Practical Implications.....................................................34
Chapter 6: Conclusion................................................................35
6.1 Summary of the Research..............................................................35
6.2 Theoretical Contributions ..............................................................................35
6.3 Practical Implications: Cross-Cultural and Western Applications ................36
6.3.1 Implications for Cross-Cultural Brand Building.........................................36
6.3.2 Implications for Personal Brand Building in Western Companies.............37
6.4 Study Boundaries and Suggestions for Future Inquiry..................................38
6.5 Final Reflection.....................................................................38
Reference......................................................................................................................40
Appendix: Full Interview Transcripts..................................................................44

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