Research on the Dissemination Mechanism and Governance Strategies of False Content on Xiaohongshu

With the deep integration of social media and e-commerce, content-driven consumption has gradually become an important feature of the digital economy. Platforms represented by Xiaohongshu have constructed a consumption communication model centered on user experience sharing through "grassroots" content. However, against the backdrop of deepening commercialization, false grassroots content has gradually increased, and its dissemination mechanism and user response motivation are worthy of in-depth discussion. Based on content analysis and case study methods, this paper analyzes the dissemination path of false grassroots content from two dimensions: content characteristics and user interaction behavior. The study found that emotional expression, exquisite visual presentation, and a herd interaction atmosphere are the key factors driving the spread of false content. At the same time, the platform algorithm recommendation mechanism plays an amplifying role. Based on the research results, this paper puts forward governance suggestions such as strengthening content identification, optimizing platform algorithms, and improving users' media literacy, in order to provide reference for the governance of false information in the social e-commerce environment.