Influence on Xiaohongshu marketing strategy derived from content sharing

Abstract

Innovation and entrepreneurship are regarded as one of the core issues in economic and social development. Supported by dualism theory, resource-based theory, and entrepreneurial process theory, this paper constructs a research framework that includes the following elements: dual-source innovation behavior, entrepreneurial bricolage, environmental uncertainty, and business model innovation. This research framework helps to dissect the influence of different factors on the entrepreneurial and innovation process, thus providing an in-depth understanding and analysis. A theoretical model is established based on the four variables, study their interrelationships. Through distributing survey questionnaires, empirical analysis was conducted on the collected data samples. The research findings of this paper present several discoveries: 1) Dual-source innovation behavior positively affects the business model. 2) Entrepreneurial bricolage acts as a mediating variable, positively influencing the relationship between dual-source innovation behavior and business model innovation. 3) Environmental uncertainty exerts a positive moderating effect on the relationships among dual-source innovation behavior, business model innovation, and entrepreneurial bricolage. The research results suggest that entrepreneurs can enhance their business model innovation capabilities by relying on dual-source innovation behaviors, and how to undertake entrepreneurial bricolage in dynamic competition, offering practical considerations and recommendations for businesses.