The influence of Xiaohongshu’s algorithmic recommendations on beauty consumption decisions: a study of Malaysian female students at UTAR

Oh, Cheau Xin (2026) The influence of Xiaohongshu’s algorithmic recommendations on beauty consumption decisions: a study of Malaysian female students at UTAR. Final Year Project, UTAR.

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Abstract

This study explores how Xiaohongshu’s algorithmic recommendation system influences the beauty consumption behaviour of Malaysian female students at Universiti Tunku Abdul Rahman (UTAR). As Xiaohongshu continues to expand beyond China, its popularity among young Malaysian women has increased significantly. While previous studies mainly focused on user-generated content (UGC) and Chinese users, limited research has examined the role of algorithmic recommendations in shaping beauty-related purchasing decisions within the Malaysian context. Guided by Algorithmic Media Theory and Social Cognitive Theory, this study adopts a qualitative research approach under the interpretivist paradigm. Data were collected through three online focus group discussions involving 12 female UTAR students aged 18 to 25 who actively consume beauty-related content on Xiaohongshu. The findings reveal that participants engage in habitual and passive browsing behaviour, relying heavily on Xiaohongshu for beauty information, product reviews, and trend updates. The algorithmic recommendation system reinforces repeated exposure to similar content, shapes product awareness and brand perceptions, and contributes to unplanned purchasing behaviour through personalised and repetitive recommendations. The study highlights the significant influence of algorithms in reconstructing users’ beauty consumption cognition and emphasises the importance of digital literacy and consumer awareness in the algorithm-driven social media environment.

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