A Study on the Diffusion Patterns of Tribal Consumption on Social Media Based on Social Network Analysis

Abstract

Tribal consumption refers to informal communities formed by consumers based on shared values, lifestyles, or identity, along with their collective consumption behaviors. On social media plat forms, this consumption pattern spreads rapidly through the guidance of opinion leaders, symbolic communication, and emotional resonance. This study focuses on representative tribal consumption topics—such as “Guochao” fashion, the “camping economy”, and vegetarianism—on Xiaohongshu, Weibo, and Douyin. By collecting user interaction data from 2021 to 2024, the research applies Social Network Analysis (SNA) to identify key nodes, community structures, and diffusion pathways in information dissemination. The findings reveal that tribal consumption exhibits a “core-periphery” network structure, with both Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) serving as central hubs in the diffusion process. The study uncovers the social construction mech anisms of consumer culture in the digital era and provides strategic insights for firms engaging in  community marketing and brand co-creation.