Understanding Dual Effects of Social Network Services on Digital Well-Being and Sustainability: A Case Study of Xiaohongshu (RED)

Abstract

Social networking services (SNSs) address estrangement in cyberspace through their communication, recognition, and resonance features, yet they simultaneously generate new forms of alienation. This dual effect can both advance and hinder sustainability. This phenomenon is particularly evident in Xiaohongshu (RED), a platform widely used in China and beyond, which has evolved from providing consumption guidance to facilitating lifestyle sharing. This paper utilizes Hartmut Rosa’s Resonance Theory to explore resonance and alienation within RED, examining the multifaceted impact of SNSs on digital well-being and sustainability through qualitative methodologies, including netnography and thematic analysis. The study reveals that RED fosters material, spiritual, and social resonance, thereby enhancing digital well-being and sustainability. However, RED also generates alienation in these dimensions, which can impede sustainability. Moreover, the resonance and alienation generated by the RED platform affect not only its own sustainability but also broader environmental, social, economic, and cultural sustainability. Theoretically, this study constructs a sociological framework integrating resonance and alienation within SNSs to interpret digital well-being and sustainability. Practically, it offers recommendations for promoting sustainable practices among SNSs, addressing material, spiritual, and social dimensions.

1. Introduction

In the digital era, social networking services (SNSs), exemplified by Facebook and Instagram, have significantly shaped user experiences and community dynamics, enhancing the diversity of online ecosystems. These platforms facilitate communication, recognition, and resonance through actions such as sharing and liking, nurturing emotions such as empathy and deepening interpersonal connections. This, in turn, helps alleviate estrangement and supports digital well-being. However, digital technology also has negative effects. Virtual engagement can lead to alienation from reality, resulting in issues such as addiction and online hostility. This alienation challenges individual psychological health, societal welfare, and the sustainability of digital progress.

Given the characteristics of acceleration and the coexistence of integration and alienation in this era, this study is guided by Hartmut Rosa’s Resonance Theory [1], which offers analysis, diagnosis, and therapy for modernity with its emphasis on the “good life”. Resonance, as defined by Rosa, involves active engagement with the world and experiencing efficacy through positive interactions. In contrast, alienation represents a disengaged and often antagonistic stance, where individuals perceive the world as indifferent or hostile.

Our analysis seeks to clarify the combined impact of resonance and alienation on user well-being and to explore pathways for sustainable digital development. The existing literature has investigated the connections between SNSs and various concepts, such as empathy [2,3], well-being [4,5,6], alienation [7,8,9], and sustainable development [10,11,12]. However, much of the research has focused on dominant Western platforms such as Twitter, Facebook, and Instagram [13,14,15]. Given the rapidly evolving landscape of SNSs, there is a need for further examination of new platforms with distinctive features and specific user demographics.

Xiaohongshu (hereafter referred to as RED) has been referred to as the Chinese Instagram or Pinterest. Originally founded in June 2013 as a shopping guide, the platform has since evolved into a comprehensive e-commerce platform, RED Mall, facilitating direct transactions within the application. With a predominantly female user base, RED has transitioned from a consumer guidance tool to a broader lifestyle encyclopedia and search engine. It uniquely promotes the aestheticization of daily life, and contributes to digital well-being. RED’s evolution into a comprehensive lifestyle platform addressing material, emotional, and cultural needs highlights the complex interplay between resonance, digital well-being, and sustainability. Despite emerging research on RED in recent years [16,17,18], a comprehensive investigation into how RED distinguishes itself from other media by concurrently addressing resonance, digital well-being, and sustainability is still needed.

Hence, this research aims to investigate how SNSs such as RED impact user digital well-being and sustainability through the perspectives of resonance and alienation. First, we review the existing literature on the impact of SNSs on well-being and sustainability, with a specific focus on resonance and alienation. Second, we introduce the theoretical perspective grounded in Hartmut Rosa’s Resonance Theory and its close relation to sustainability. Third, we describe the methodological approach, detailing the use of netnography and thematic analysis for data collection and interpretation. In the findings and discussion section, we identify patterns of resonance and alienation on RED and their implications for digital well-being and sustainability, discussing how these dynamics both facilitate and hinder these outcomes. Finally, we summarize key insights and propose implications for fostering sustainable digital practices among SNSs.

2. Literature Review

2.1. Sustainability and Research Related to Social Networking Services

2.1.1. Sustainability and Its Dimensions

In 1987, the United Nations Brundtland Commission defined sustainability in the Brundtland Report as “meeting the needs of the present without compromising the ability of future generations to meet their own needs” [19]. The report highlighted that sustainable development encompasses three components: environmental, social, and economic development. This “Three Pillars of Sustainability” framework remains widely used to describe sustainable development. In 2015, the UN further specified 17 Sustainable Development Goals (SDGs), which also encompass these three dimensions.

Environmental sustainability, related to SDGs 6, 7, 13, 14, and 15, involves issues such as climate, water, energy, biodiversity, and sanitation. It is the most evident of the three pillars, emphasizing the importance of natural resources and biodiversity for supporting life on Earth.

Economic sustainability, covered by SDGs 1, 2, 8, 9, and 12, refers to stable economic growth or comprehensive progress. The ESG approach exemplifies this by guiding businesses to integrate environmental, social, and governance factors into their operations and decision-making processes for sustainable and responsible growth. This includes internal organizational sustainability and external world sustainability, both of which are focal points in this study. Social media, as a digital economic platform, inherently possesses economic attributes and uses digital technology to bridge users, society, and the environment.

Social sustainability, covered by SDGs 3, 4, 5, 10, 11, 16, and 17, is closely linked to justice, equality, welfare, inclusivity, and meeting basic needs [20,21]. It emphasizes the importance of social structures, well-being, and harmony, facilitating participation from diverse social groups and encouraging dialogue, exchange, and cooperation among various stakeholders [22]. Many definitions of social sustainability focus on community engagement and economic equity as the main determinants [23,24].

Later, some scholars added that cultural sustainability is the fourth pillar, with the same level of importance as the three known pillars [25]. Cultural sustainability is implicit in SDGs related to education (Goal 4) and cities (Goal 11), particularly concerning local knowledge and cultural heritage. It acts as a unifying force that integrates the environmental, social, and economic pillars [26], contributing to tourism, employment, urban renewal, social vitality, inclusivity, and the dissemination of knowledge and technology [27,28].

2.1.2. Research on the Correlation between Social Networking Services and Sustainability

The influence of SNSs on promoting environmental sustainability has garnered attention from numerous scholars [10,29]. This includes examinations of the challenges and opportunities presented by SNSs for environmental monitoring [30], and empirical analyses of their impact on environmental performance [31]. Academics worldwide have recognized the potential of SNSs in raising environmental sustainability awareness among higher education institutions and students [32,33]. Additionally, empirical studies focusing on the impact of restaurant social media on environmental sustainability underscore the role of communication strategies in enhancing customer satisfaction and promoting sustainable practices [34].

The role of SNSs in advancing social sustainability has also attracted scholarly attention. Researchers have surveyed companies globally, highlighting the importance of SNSs in promoting corporate social responsibility policies [11,35]. The unique advantages and challenges of utilizing SNSs data for urban sustainability research have been emphasized, revealing their value in sustainability practices [36]. Scholars have explored the relationship between sustainability, SNS-driven open innovation, and new product development performance [37], as well as the connection between SNSs crowdfunding and sustainability [38]. Additionally, critical success factors for using SNSs to achieve supply chain social sustainability have been identified [39]. Moreover, SNSs are recognized as tools for enhancing personal social sustainability through learning initiatives [40].

Research exploring the intersection of SNSs and economic sustainability is somewhat limited. Recently, some scholars have examined the positive role of SNSs in fostering financial sustainability for small and medium-sized enterprises [41]. Additionally, the sustainability of SNSs themselves has been studied, particularly their role in corporate communication and sustainability performance [42,43].

In terms of cultural sustainability, indigenous operators promote cultural sustainability through online tourist interactions, but their perspectives are often overshadowed in tourism SNSs, impeding cultural myth debunking [44]. Additionally, the effectiveness of sustainable SNSs messaging varies between luxury and non-luxury fashion brands, with cultural insights playing a crucial role in consumer reception [45]. At cultural heritage festivals, SNSs serve as vital marketing tools that influence tourist satisfaction and return intent [46]. Research has also explored how SNSs support the sustainability of intangible cultural heritage [12].

Studies have also addressed multiple facets of sustainability. For instance, some scholars argue that the role of SNSs in sustainability extends beyond environmental concerns to include social-ecological justice and relational values [13]. Additionally, sustainability assessments of cultural institutions, such as the National Museum of Egyptian Civilization, highlight the importance of considering environmental, social, economic, and cultural factors [47]. Furthermore, the potential of SNSs in developing dynamic policies on issues such as women’s rights, environmental concerns, health, and sustainable economic development underscores their roles in enhancing social well-being [48].

Studies linking SNSs with sustainability can be categorized into two types. One focuses on internal, narrow sustainability within SNSs, referring to its inherent continuity, and explores the impact of SNSs on their own sustainability or internal economic behaviors [42,43]. Another examines how the importance of influencers significantly affects credibility, which, in turn, positively influences sustainable consumption [49].

A second category examines the broader sustainability impacts beyond SNSs boundaries. Research highlights how sustainability influences business growth, emphasizing the critical link between SNSs content and corporate sustainable performance. Effective sustainable communication on SNSs is crucial for corporate social responsibility and identity, potentially impacting a company’s market value [50]. Studies also propose that core sustainability goals within SNSs revolve around partnerships, with such social links being especially vital in climate action, inequality reduction, and biodiversity conservation [51]. These findings indicate that sustainable communication on SNSs plays a vital role in sustaining corporate reputation and social connections, though its impact on consumer behavior may vary depending on context.

This study aligns with these perspectives and further argues that the sustainability of SNSs—encompassing economic benefits, social responsibility, and community identity—is equally important and interconnected with broader sustainability outside the digital realm (Figure 1). To clarify the sustainability impacts of SNSs, this research aims to systematically analyze how a specific SNS, RED, influences sustainability.

2.2. Social Networking Services, Well-Being, and Resonance

Recent years have seen increased attention paid to the impact of SNSs on digital well-being and resonance. Research highlights the negative effects of excessive information flow and numerous social connections on individual well-being [4]. Studies on platforms such as Instagram emphasize the need to understand the digital dialogue around health promotion [52]. Additionally, research into self-presentation on Facebook has revealed its complex effects on emotional well-being, both positive and negative [14].

Research has focused on the relationship between media multitasking, intensive technology use, emotional state, and self-esteem, particularly among diverse groups of young adults [53]. Studies show that higher frequency of digital media use is associated with lower levels of psychological well-being, highlighting the importance of evaluating the overall impact of digital engagement on well-being [5].

The potential of SNSs in developing digital interventions for improving youths’ mental health is a promising area of research [6]. Voluntary disconnection from SNSs, as noted in Instagram users’ experiences, is associated with better time management and improved well-being [15]. Recent studies have also explored the effects, precautions, and personality differences related to the use of social dating apps among young Irish adults [54].

Methodological challenges in measuring subjective well-being through SNSs text analysis have been reviewed [55]. Meanwhile, a narrative review of young people’s use of digital health technologies in the Global North has pinpointed crucial findings and research gaps [56]. Empirical studies involving brief SNSs detoxification periods have demonstrated the benefits of such breaks for well-being, advocating for further systematic research in this domain [57].

Several scholars have noted the phenomenon of resonance within SNSs, highlighting its significant effects on areas such as religious culture, brand consumption, sustainable development, and digital well-being. Investigations have examined the impact of online grievances and emotional resonance on public policy decisions and SNSs operations [2]. Research has also explored the consequences of social media on brand resonance, particularly following the Gezi Park protests in Turkey, illustrating how negative social media narratives affected Starbucks’ customer behavior [58]. Further studies have examined resonance on SNSs and its implications for purchase intent, emphasizing the roles of utilitarian value, relational strength, normative pressures, information impact, and self-representation [59]. What is more, discussions on restorative SNSs practices and critical cosmopolitanism in digital art have underscored resonance’s role in creating meaningful connections in digital spaces [60]. Lastly, the role of SNSs in Canada’s energy transition debates has been highlighted, focusing on communicative frameworks that facilitate broad-based public resonance at the community level [61].

These collective works emphasize the essential role of SNSs across various scenarios, including political messaging, social activism, brand engagement, and citizen participation. They affirm the central role of the resonance mechanism in shaping public discourse and determining outcomes, thereby highlighting social media’s extensive influence on diverse facets of modern society.

2.3. Social Networking Services and Alienation

Current research on the interplay between SNSs and alienation predominantly centers around two dimensions: individual psychology and sociological group dynamics.

Psychological alienation associated with SNSs use has been studied extensively. For instance, SNSs have been found to influence the acculturation process of international sojourners, with psychological alienation and online social support serving as potential mediators [7]. Additionally, SNSs can facilitate de-alienation by offering opportunities for self-expression, authenticity, communication, and collaboration [9]. In China, research on middle school students has highlighted the relationship between SNSs addiction, learning burnout, and interpersonal alienation [62].

At the sociological level, investigations into SNSs and alienation often fall within the domain of social criticism. For instance, hostile media perceptions and the perceived influence of media coverage can impact minority alienation, particularly among Arabs in Israel [8]. Researchers have examined how reduced alienation can lead to increased exploitation on SNSs, and how capitalism has adapted to the rise of these platforms, contrasting wage labor in factories with the voluntary use of SNSs [9,63]. The role of SNSs in perpetuating digital-era capitalism has also been discussed, particularly in terms of expressions of subjectivity [64]. Further, critical theories such as Marx’s alienation theory have been merged with findings on Internet usage, presenting a system of interactive appropriation and alienation that emphasizes how SNSs may extract wealth from users [65].

In sum, a substantial body of literature explores SNS-induced alienation at both individual psychological and sociological group levels. However, this research is primarily within the context of social sustainability. The discourse pays insufficient attention to the potential implications of platform-intrinsic alienation for economic sustainability and related issues.

3. Theoretical Perspective

3.1. Rosa’s Theory of Resonance

To delve deeper into the interaction mechanism and social construction within today’s social media, this study introduces a critical theoretical framework rooted in Hartmut Rosa’s Resonance Theory [1]. Rosa, a leading figure of the fourth generation of Frankfurt School critical theory, centers his theories on the pursuit of well-being and the good life, with resonance serving as the criterion for both.

Resonance, in this context, signifies mutual listening, response, influence, and transformation between the subject and the world. The world here encompasses others, artifacts, natural objects, and holistic perceptions such as nature, the universe, history, divinity, life, and even one’s own body and emotions. It demands cooperative interaction through empathy and sympathy. Instances of heightened subjective well-being can be interpreted as resonant experiences. Alienation, conversely, represents a mode of world relation antithetical to resonance, characterized by subjects disengaging from, opposing, or feeling indifferent towards the external world, including their own bodies and sensations.

Rosa conceptualizes the space where resonance occurs between subjects and the world as the “resonance axis”. A good life, according to Rosa, is defined by establishing and maintaining stable resonance axes, which he categorizes into three dimensions: (a) the horizontal axis of social relations, encompassing resonance between individuals and their social surroundings; (b) the vertical axis of the natural world, spanning from human–nature relationships to transcendent connections with life, the cosmos, divinity, existence, nature, history, and art; and (c) the diagonal axis of the material world, bridging horizontal and vertical axes, denoting the form of resonance between humans and the material world.

Vorderer and Halfmann (2019) argue that Rosa’s Resonance Theory forms a new and potentially supplemental theoretical framework that enhances existing explanations for why individuals engage with narratives presented by the media. They believe this theory can advance the various conceptualizations of entertainment use and effects that have been developed in communication studies and media psychology over the past three decades [3]. Rosa himself has also explored how social media can function as a space of resonance [66]. Hence, when addressing issues of digital well-being in social media contexts, Resonance Theory offers valuable sociological guidance.

3.2. Resonance Theory and Sustainability

Rosa identifies three major unsustainable crises in contemporary society: the environmental crisis, the democratic crisis, and the psychological crisis. These crises represent pathological dysfunctions in humanity’s relationship with the natural world, the social world, and the self, respectively [1].

The root cause of the ecological sustainability crisis is not merely reckless exploitation of natural resources but the loss of nature as a resonant sphere when it is solely perceived as a resource. Similarly, the core of the democratic sustainability crisis is not the production of poor outcomes by democratic politics but the failure to resonate with citizens, leading to disenchantment and disappointment. The psychological sustainability crisis is an expression of fundamental, constitutive alienation, manifested in the rapidly increasing cases of burnout and depression. Herein, resonance between the subject and the world serves as the benchmark for a good life and constitutes Rosa’s proposed therapeutic approach to modern crises.

Following the publication of his Resonance Theory, Rosa co-authored The Good Life Beyond Growth, which is intricately tied to the theme of sustainability and resonance. In this work, philosophers, sociologists, economists, and activists collaborate to discuss the political and social conditions necessary for a good life in societies that do not rely on economic growth. They explore how to move beyond an ever-expanding cycle of extraction, consumption, pollution, waste, conflict, and psychological burnout [67].

Meanwhile, the concept of alienation has evolved progressively from the Industrial Age to the Information Age. Rosa revives “alienation” in critical theory, infusing it with contemporary relevance through a synthesis with phenomenology, all the while drawing upon the theoretical essence of the first three generations of the Frankfurt School’s social critique. Within critical theory, Habermas’ communicative rationality and Honneth’s theory of recognition lay the groundwork for Rosa’s propositions, albeit with distinctions. While Habermas and Honneth emphasize interpersonal communication and integration, Rosa’s Resonance Theory extends beyond mere human-to-human connections to encompass resonance with the natural world and the cultural sphere. In an era dominated by human agency, which has led to environmental crises, Rosa’s theory embodies a broader spirit of sustainability, advocating for harmonious relationships between humans and their broader environment.

Hence, it becomes evident that Resonance Theory, with its focus on the “good life”, shares a profound and intrinsic connection with sustainability and well-being. Consequently, this paper will explore sustainability and digital well-being within SNSs, drawing upon the foundations of Resonance Theory.

4. Methodology

This study employs a qualitative research approach, utilizing netnography to collect text-based data from posts and interviews on RED. Hartmut Rosa’s Resonance Theory serves as the theoretical framework, with a subsequent application of “theoretical thematic analysis” to organize and analyze the collected data. The basic procedure is outlined as follows (Figure 2).

Qualitative research excels at capturing the concrete behaviors and subjective experiences of individuals, offering deep insights into how these experiences are meaningfully constructed. Specifically, netnography immerses researchers in cyberspace, allowing for an intuitive understanding of platform culture through long-term observation of user activities. This method reveals the specific manifestations of resonance and alienation, and how these dynamics evolve within the community, uncovering not just surface phenomena but also underlying social structures and cultural logics. Additionally, semi-structured interviews provide flexibility to adapt questioning based on participants’ unique perspectives, capturing subtle emotions and complex attitudes. Together, these qualitative methods enable a comprehensive exploration of the personal experiences, emotions, and cognitive processes central to Resonance Theory.

4.1. Virtual Fieldwork

Netnography situates cyberspace as its primary research context, using online platforms and interactive apps to gather data and investigate socio-cultural phenomena in the virtual world. This study selects RED as a “virtual field site”. By March 2024, RED had over 300 million monthly active users and more than 80 million content creators, predominantly young females from first- and second-tier cities, with a gender ratio of 3 males to 7 females. The primary categories of posts include food and beverages, education, entertainment, home decor, parenting, life hacks, fashion, healthcare, skincare, and makeup. Users aged 18–34 account for over 39% of the user base, while those aged 25–34 exceed 38% [68]. Content on RED predominantly consists of Vlogs (24.31%), OOTDs (17.7%), and PLOGs (10.4%) [69]. Initially a consumer guidance tool, the platform has evolved into a broader consumption decision-making platform, an e-commerce platform, and a contemporary lifestyle search engine.

The image below (Figure 3) shows the user interface of RED, with the search and recommendation interface on the left and the post content interface on the right.

One of the authors joined RED in April 2019, engaging in a five-year participatory observation. Throughout this period, the author progressively observed distinctive social behaviors and characteristics among RED users, such as recognition, empathy, sympathy, and resonance, emerging from consumption practices, daily life sharing, and emotional communication. These observations led to questions such as “What particular attributes of RED attract users?” and “What defines user communication on the platform?” Reflecting on these inquiries, the author established resonance as the central focus of this study.

4.2. Data Collection

In March 2024, adhering to the platform’s top 10 post categories (i.e., fashion, beauty, food, parenting, home decor, travel, hobbies, life logging, education, and photography), the authors employed a judgment sampling method to select 5 of the most popular posts from each category as promoted by RED. This totaled 50 posts, including titles, bodies, and comment sections, amounting to over 115,750 Chinese characters. The selected posts comprised content shared by Key Opinion Leaders (KOLs) and Internet celebrities with large followings, as well as posts by everyday users that had gone viral without promotion, resonating widely with the public. This approach ensured that the posts represented those with the highest levels of discourse and user engagement, covering a broad spectrum of prevalent trends on RED and enabling the samples to be representative.

To adhere to the ethical considerations of netnography, particularly the principle of informed consent, we followed Kozinet’s (2015) “implied consent” guideline [70]. We informed the authors of the selected 50 posts, seeking permission for citation and potential online interviews. Among these users, 38 consented to have their content cited in our paper, and 26 agreed to participate in semi-structured interviews about their RED experiences (see

Table 1. Demographic information of respondents.

	Classification	Number of Respondents	Percentage
Age	<20	3	11.5%
	20 ≤ age < 30	13	50.0%
	30 ≤ age < 40	8	30.8%
	40 ≤ age < 50	3	11.5%
	50 ≤ age	2	7.7%
Gender	Male	8	30.8%
	Female	18	69.2%
Types of areas	From first-tier city	9	34.6%
	From second-tier city	10	38.5%
	From third-tier cities or below	7	26.9%
Current employment status	Student	12	46.2%
	Employed	10	38.5%
	Retired or unemployed	3	11.5%

). For privacy reasons, user IDs were replaced by abbreviated pseudonyms, and any identifying information was omitted.

Based on participant preference, interviews were conducted through asynchronous text conversations via RED’s private messaging system, lasting from 1 h to 8 days. Before conducting the interviews, we underwent extensive training to ensure objectivity and empathy during the semi-structured interviews.

The interview questions primarily covered users’ demographic details, frequency and duration of RED usage, habits, motives, experiences, emotions during use, and impressions of RED, and examples of posts that elicited resonance. We took care not to impose our own perspectives on respondents. The questions were designed to be open ended and neutral, avoiding leading queries to mitigate the impact of social desirability bias. Specific inquiries included, but were not limited to: What motivates you to share content on RED? Which types of posts do you enjoy viewing the most? Have you made purchases through RED? If so, what categories of products have you bought? What aspects of RED do you appreciate the most, and, conversely, what do you find least appealing? Follow-up questions were tailored according to respondents’ answers for deeper exploration.

After the interviews, participants were allowed to review and confirm their statements to ensure accuracy. They were also allowed to request modifications or deletions of certain content if necessary. The consolidated interview transcripts totaled approximately 31,200 Chinese characters, forming the dataset for subsequent analysis.

4.3. Data Analysis

The authors compiled approximately 147,000 Chinese characters from the selected posts and in-depth interview transcripts. This corpus was imported into the qualitative analysis software Nvivo 12.0 for deductive thematic analysis. This method, synonymous with theoretical thematic analysis, follows a pre-existing theory or framework to guide the coding process and thematic development [71]. It utilizes a predetermined theoretical or conceptual structure to analyze and interpret empirical data, aligning with descriptive analysis through a top-down methodology. Deductive coding employs established theories, models, or codes to direct the data analysis [72]. Using Braun and Clarke’s (2012) thematic analysis approach [46], a six-step analysis was conducted. Initially, one author thoroughly read the transcripts to gain preliminary insights. Next, initial coding was performed, annotating or tagging segments relevant to the study’s focus. In the third step, themes related to resonance, sustainability, and digital well-being were identified and organized based on Resonance Theory. Fourth, themes were reviewed and merged if similar, ensuring each had ample evidential support. Fifth, descriptive names were assigned to clarify each theme. Another author then replicated the coding process, and any discrepancies were discussed. The authors jointly formulated the report, with one translating it into English and the others proofreading. Figure 4 illustrates the data analytical process, exemplifying the threefold resonance within the context of RED.

5. Findings and Discussion

5.1. Three Types of Resonance in RED

As RED’s user base expands and its functions diversify, the platform has evolved from a tool for consumer guidance to a comprehensive daily life resource, an online support network, a shared interest hub, and a space for emotional interaction. Research shows that RED facilitates three types of resonance between users and their environment: material, social, and spiritual. These resonant relationships create a supportive, nurturing, and inclusive environment that enhances digital well-being.

5.1.1. Material Resonance

Unlike conventional social platforms such as Facebook or Twitter, RED began as a shopping guide and has evolved into a prominent social e-commerce platform. It now serves as a key resource for consumer decision-making, allowing users to share product reviews and shopping tips. Additionally, RED facilitates dual material resonance by offering both product-related and experiential consumption opportunities.

• Commodity consumption

RED, a platform with significant commercial attributes, attracts nearly 120 million users monthly seeking purchasing advice. Popular content categories include fashion and beauty, with hashtags like #OOTD and #MakeupShares garnering over 2.06 billion and 940 million views, respectively. RED leverages Key Opinion Leaders (KOLs) and User-Generated Content (UGC) to create immersive consumption scenarios, thereby reshaping traditional shopping paradigms. Bloggers use various formats—product reviews, store explorations, unboxing videos, makeup tutorials, and live streaming promotions—to engage users with both tangible and virtual goods, fostering purchase intent. Central to this process is “seeding”, which promotes a product’s merits to spark consumer interest. RED’s consumer behavior pathway integrates the stages of “Attention”, “Interest”, and “Search” into “Seeding” (Consideration), followed by “Action (Purchase)” and “Share” [73]. This AISAS framework (see Figure 5) is a key feature of RED’s business ecosystem.

On RED, users share detailed reviews and experiences of products like beauty items and fashion pieces, including usage impressions, efficacy comparisons, and evaluations to assist others in their purchasing decisions. These firsthand accounts build trust and resonate with users during product selection. Additionally, users provide shopping insights, discount information, and overseas purchasing strategies, fostering collective consumer wisdom.

Interviewee MG shared, “I’ve got super sensitive skin, so before grabbing any skincare or makeup, I always hop on RED to check out other people’s reviews, just to see if anyone had any allergic reactions”.

Interviewee CG recounted, “There was this one time at a duty-free shop abroad, I followed this tip from a post in RED. Used a specific credit card to grab a coupon before paying, and boom, got a 20% discount right there, saved me 600 bucks!”

Why do consumption and sharing captivate modern individuals? Consumption promises a form of resonance, allowing people to legally and economically claim parts of the world, thereby forging a closer connection with it and enhancing their quality of life. Sharing, on the other hand, encompasses people’s desire for recognition and resonance. This resonance has become valuable resources and drivers of economic and technological advancement. On RED’s “Seeding List”, posts related to skincare and cosmetics account for 70% of user-generated content, reflecting that users’ consumption motivation largely stems from seeking recognition—aiming to affirm their beauty, attractiveness, and worthiness of admiration.

• Experiential consumption

Shang et al. (2017) posited that consumer resonance on SNSs significantly influences product perception, with repeated exposure potentially leading to notable shifts in purchase intent. To elicit such resonance, product information on SNSs must be effectively presented and channeled [59]. This study further reveals that, unlike other platforms where price–profit dynamics are complex, RED’s product–demand interplay focuses on “emotional capital”.

RED, catering primarily to contemporary women, consistently generates content reflecting diverse feminine identities and aspirations for an ideal self and life. Women seeking to align their purchases with their values and expectations are increasingly drawn to products that resonate emotionally. Brands must understand and connect with the female perspective through shared values. On RED, keywords such as “independence”, “self-discipline”, “freedom”, “maturity”, “elegance”, and “self-respect” are prevalent.

In modern contexts, emphasizing emotional value and enabling self-expression are crucial for user engagement. There is a noticeable shift from material wants to emotional and intangible benefits among consumers and content creators. This trend is transforming products from merely physical attributes to holistic experiences that prioritize emotional fulfillment.

Respondent SL shared, “I‘d just been cheated on, and I came across this vlogger talking about how to bounce back from heartbreak. Then I found out she had this 299 yuan course about intimacy. I bought it right away, like watching it would magically leave all that misery behind”.

Furthermore, material resonance extends beyond digital platforms, bridging online and offline experiences through experiential consumption. On RED, hashtags like #Travel, #Nature, #Camping, and #Outdoors feature over 50.38 million, 10.69 million, 7.80 million, and 16.84 million posts, respectively. Individuals seek resonance in natural settings and vacation spots, capturing and sharing these experiences on social media for recognition. This online sharing, in turn, stimulates the growth of local tourism industries offline.

Respondent ZB shared, “On RED, there’s this ‘Nearby’ channel. You give it a click and bam, you got posts from folks all around you. Whenever I’m stuck on what to do for fun on weekends, I just flick through this channel, hunting for something new to spice things up”.

5.1.2. Spiritual Resonance

RED, as an access for “life online”, facilitates not only the discovery of products but also knowledge, skills, interests, and appealing visuals. It fosters spiritual resonance through self-care, cultural diffusion, and everyday aesthetics.

• Mental self-care

Olive (2018) defines “meaningful media” as content that fosters self-transcendence in users by deepening their understanding of life’s beauties and tragedies. Such media elevates users above mundane concerns, offering transcendent experiences [74].

In contemporary society, accelerating modernity has intensified psychological pressures. On RED, this manifests in two ways: First, users, particularly young females in distress, increasingly seek solace in astrology, tarot, and related metaphysical practices. Second, users turn to nature, slow living, and philosophical exploration for comfort. They share strategies for mental adjustment, stress relief, and emotional management, aiming to restore inner peace. For example, the hashtag #FemaleGrowth on RED has garnered approximately 9.9 billion views.

User KX posted a post titled “These Are the Most Peaceful and Happy Moments in My Life” along with 15 pictures of herself in nature. She wrote, “What really matters? Never thought it’d be connecting with nature that’d give me some answers at 30 year-old… I’m here not just to reproduce, but to witness flowers blooming, water flowing, the sun rising, and the sunset painting the sky”. This note received 24,000 likes, 2960 saves, and generated 679 comments. User feedback indicated a renewed focus on nurturing mental and spiritual well-being. One user lamented, “In this fast-paced world we live in, our ability to really feel and appreciate nature, even the tiny moments in life, seems to be fading. Our capacity for emotional connections feels like it’s dwindling. We’ve lost patience for the little things, too busy to even notice. Nobody’s at fault, not even the times we’re in, but it’s still kinda sad…”.

Another commenter echoed sentiments of heightened sensitivity towards nature, confessing, “Growing up, I’ve slowly lost that sensitivity to nature. I can feel myself getting more numb inside. Reading this post and seeing others in the comments sharing similar thoughts, it hit me… I’m realizing I might be losing that sense of perception”. Luckily, RED provides a platform for this innocent, or rather, poetic, relationship with the world to reappear.

• Cultural communication

RED, with its vast user base and real-time broadcasting capabilities, rapidly globalizes culture by transcending geographic boundaries. Moving beyond one-way communication, its interactivity allows users to become co-creators, discussants, and disseminators of cultural content, creating a more dynamic cultural ecosystem. Through shared cultural experiences, users enhance their sense of identity and belonging. Giaccardi (2012) noted that social media’s participatory culture alters how we experience and perceive heritage [12]. This study further finds that RED not only aids in preserving and inheriting traditional cultures but also fosters new cultural forms, promoting cultural diversity and innovation.

On RED, keywords such as “Neo-Chinese Style” (xinzhongshi) and “National Trend” (guofeng) have gained prominence in recent years. In 2023, the number of posts tagged #NeoChineseStyle surpassed 11.49 million, reflecting a 390% increase in content related to outfits, hairstyles, healthy foods, home decor, and more. Similarly, tags such as #NationalTrend, with over 10.86 million posts, and #Hanfu (traditional Han Chinese clothing), with over 8.55 million posts, highlight this trend. In response, RED declared May 2024 to be “National Trend Month”, focusing on integrating traditional attire into daily life and collaborating with the China Silk Museum to launch cultural products. Campaigns such as #HanfuIntoDailyLife and #HanfuMeetsMuseum encouraged users to document their experiences in traditional dress during various activities, including spring outings, city walks, exhibitions, and work, effectively reviving traditional culture. These initiatives support both heritage preservation and revitalization while promoting cultural exchange and sustainability.

Zhuang et al. (2019) identified that socio-cultural change unfolds in three stages: initial growth influenced by traditional culture, a period of balancing traditions with modernity, and the emergence of new cultural norms [75]. On RED, the neo-Chinese style has matured into a widespread industry through its fusion of tradition and innovation.

In user LM’s note titled “What Hanfu Has Brought Me”, she reflected on her university experience, where joining a Hanfu club led her to promote and purchase Hanfu, “finding a sense of belonging in an otherwise blank college life”. She asserted that “the Hanfu resurgence is not serendipitous”, but rather manifested “youths’ confidence and affection for traditional culture”. Through RED, users “seed”, buy, and wear Hanfu, achieving material resonance. The aesthetic and cultural aspects of Hanfu also foster spiritual resonance, stimulating interest and appreciation for traditional culture and facilitating its innovation and dissemination in the digital age.

Studies on folk costumes and heritage, particularly in anthropology and sociology, focus on heritage preservation, authenticity, and localized experiences. Scholars argue that the authenticity of traditional attire is co-created by tourist destinations, the costumes themselves, and individuals’ perceptions, with SNSs playing a catalytic role [76,77,78]. Over the past decade, Hanfu and similar heritage forms have gained prominence in tourism markets and on SNSs, significantly boosting the Hanfu market. SNSs have enhanced the aesthetic appreciation of Hanfu, bridging offline and online experiences and contributing to cultural sustainability. This phenomenon illustrates a dynamic interplay between cultural and economic sustainability, expanding from local to global contexts.

• Aestheticization of everyday life

Vorderer and Halfmann (2019) argued that aesthetic experiences constitute a form of resonance achieved through media, positing beauty as an expression of a resonant relationship where momentarily immersed people can find happiness [3]. This study supports this view and extends it by demonstrating that RED embodies Featherstone’s concept of the “aestheticization of everyday life”. On RED, both natural and man-made elements can deeply resonate with modern individuals, transforming ordinary routines into extraordinary aesthetic experiences.

Users on RED share photos and videos of their daily lives, including fashion, travel, cuisine, and art, showcasing personal aesthetics and philosophies. High-quality visual content from daily life generates emotional resonance, with striking landscapes, captivating designs, and creative camera angles evoking aesthetic pleasure.

For example, RED’s “Digital Park” channel encourages users to capture and share spring scenery. One user posted a diving photo with the caption, “My most free and peaceful moment”, while another, having witnessed a sunset, commented, “Look at the sunset I snapped at school! Stunning! I watched it descend! Gorgeous! I’m so happy!” These examples illustrate how the platform enables users to share and experience moments of aesthetic resonance.

Here, users are influenced by an irresistible force, experiencing a sense of being captivated, moved, or even fundamentally shaken from within—a transformative experience of self-transcendence. The integration of the natural world into daily life facilitates aesthetic encounters that express the potential for resonance between individuals and their surroundings. RED provides a platform where users can explore and share insights from their daily experiences and inner feelings, creating aesthetic experiences that, while grounded in daily life, extend beyond it. Sharing and discussing these experiences among users intensifies this resonance, deepening and broadening spiritual connections.

5.1.3. Social Resonance

Compared to other SNSs, RED’s push mechanism emphasizes two main features: “Content Tag Matching” and “Relational Chain Recommendation”. Content tags, derived from keywords in posts and geographic data, target users with relevant interests following publication. This system, known as the Community Engagement Score (CES) on RED [73], uses interest-based matching to connect users with shared passions and emotional needs (Figure 6).

Beyond content consumption, RED operates as a digital community bridging diverse social relations. Callison and Hermida (2015) described resonance as the process by which articulations are embraced, retweeted, and affirmed within a network [79]. Similarly, Shang et al. (2017) identified liking, commenting, and sharing as key resonant behaviors on social media [59]. This study supports the view that RED, through interest-based communities and affective interactions, facilitates interpersonal resonance and transforms social relations in the digital age.

• Interest group

At present, utilitarian social interactions based on familiar relationships often fail to meet individuals’ social needs. Emerging lifestyle platforms that focus on shared interests and hobbies are increasingly influential, addressing feelings of isolation and providing a virtual space for expressing personal affinities.

RED exemplifies a “lifestyle social contact” model through its algorithmic approach, which clusters users with common interests such as fans of celebrities, fitness enthusiasts, or book clubs. This method fosters communities united by shared passions and pursuits, thereby strengthening affinity groups. Its traffic distribution mechanism also allows posts by ordinary users to gain visibility. Thereby, interactions among strangers with common interests enhance social resonance and contribute to sustainable social dynamics in the digital age.

For instance, user LS, an account established in 2018 by an environmental organization, has published 83 posts focusing on hiking and environmental protection. By regularly organizing eco-friendly fitness events and trash collection hikes, this account has built a stable community and occasionally hosts family-oriented and environmentally focused outings.

One of its posts wrote the following: “So, thirty of us buddies hit this 10-kilometer wilderness trail and collected nine huge bags of trash, weighing in at a whopping 60 kg, with fifteen of those being just plastic bottles. Gotta give a massive shout-out to everyone who showed up today, toughing it out without complaints. We took turns carrying that load down the hill, really showing what teamwork’s all about. This event was a win-win! We got some exercise and protect the nature. Big props to everyone involved, and hey, hoping more of you will join our crew next time!”

Tagged with #TrashPicking, #SustainableLiving, #EnvironmentalProtection, #Outdoors, and #EcoLiving, the post garnered 5426 likes, 133 saves, and 476 comments, with many users expressing appreciation and inquiring about participation. RED’s sharing mechanisms effectively translate online engagement into increased offline involvement, bridging the gap between digital and physical communities and enhancing social resonance (Figure 7). Additionally, the focus on environmental conservation evokes significant spiritual resonance among users.

• Emotion community

Many heart-touching posts transcend materialistic sharing, encompassing personal growth and emotional experience, evoking emotional resonances that reassure readers they are not alone, thereby forging psychological bonds of empathy and support. In the face of significant emotional setbacks, users often turn to RED as an “emotion community”, avoiding familiar SNSs for venting or mourning. Many users adopt pseudonyms like “momo” to shield their identities from real-life acquaintances. The #treehole tag, denoting a secret emotional outlet, has accumulated an impressive 4.79 billion views and 1.49 million posts.

User HN expressed, “I‘m a mother who lost my only boy and girl… The longing in my heart has nowhere to go. I can only pour it out on RED”. An outpouring of comments followed, sharing personal stories, offering consolation, and directing her towards online support organizations for the bereaved.

Vorderer and Halfmann (2019) observed that media can foster a sense of interrelation, especially through acts of kindness, compassion, or love, where users feel transcended and unified with others [3]. This study reveals that, amid profound alienation, RED provides users with solace and benevolence, allowing them to share their own narratives and inspire others. The resonance between individuals and the world—manifested through empathy, compassion, and love—echoes Rosa’s (2019) concept of love as a reciprocal, fluid, and transformative encounter [1].

Such multi-directional communication strengthens social bonds, manifesting understanding and support among modern people. Despite geographical distances, strangers become friends through shared emotions, fostering compassion and trust, and achieving spiritual fulfillment. From an anthropological perspective, humans fear exposure to a cold, hostile world and seek resonance to avoid persistent alienation. Ultimately, people yearn for a nurturing, warm, and inclusive existence where they feel validated. RED offers precisely such a supportive and embracing digital environment.

In summary, RED primarily manifests three types of resonance: material, spiritual, and social. These resonance mechanisms often operate interdependently, intertwining to function synergistically.

5.2. Three Types of Alienation in RED

With the integration of technological capital and algorithmic logic, RED, while offering a realm for resonance, simultaneously witnesses a proliferation of alienation phenomena across material, spiritual, and social realms, as revealed by this study.

5.2.1. Material Alienation

RED continually constructs new human–object relationships, encompassing complicated relations between individuals and physical, virtual, or smart objects. On the one hand, it transforms users’ yearning for resonance into a desire for commodities, trapping them in cycles of consumption. On the other hand, RED fosters a pseudo-real “mediascape” of virtual objects, impacting offline experiential economies.

Rey (2012) found that, while the use of SNSs appears voluntary, social media is not economically beneficial for most users, who are subject to levels of exploitation similar to those in industrial capitalism [63]. This study reveals that, under the influence of technological capital, the commodity economy creates an environment that cultivates genuine resonance while manufacturing deceptive oases of resonance. This echoes RED’s underlying message in ads and promotions: “Buy your way to resonance!” Essentially, RED operates as a finely tuned, dual-edged resonance system. Influencers and merchants aim to align promptly and precisely with consumer desires, eliciting product/service resonance. Users transition from passive recipients of “seeding” to active “seeders”, even becoming enamored with “seeding” and willingly entangled in a cycle of consumption. This turns resonance into a commodity—purchasable, controllable, accessible, and even measurable. However, this is no longer authentic resonance, but a crisis of resonance and an escalation of desire. Excessive consumption perpetuated by such practices undermines both social and environmental sustainability.

On the other hand, when popular digital objects diverge significantly from reality, the authenticity of communication is questioned, leading to alienation. “Popular photo spots” cater to the prevalence of visual culture on RED, providing feelings of freshness and pleasure through superficial visual symbols. Merchants, bloggers, and capitalists, recognizing the commercial potential of mediascape in consumer society, constantly beautify images to create these attractions. This lures users to visit, consume, and share on social media, fueling viral diffusion for economic gain. This hyper-aestheticized imagery and discourse construct an idealized spectacle, a “simulacrum” presented by new media. This blurs the line between reality and virtuality, fostering a pseudo-real scenario and overtourism [80].

User QP, in a post titled “I Trust RED No Longer”, criticized the misleading portrayal of “Popular photo spots”, revealing that the advertised scenic beauty was heavily filtered and vastly different from reality. This led to significant disappointment upon personal visits, causing a major backlash against RED in 2021 and prompting a platform overhaul. In response, RED amended its “Community Guidelines” to include “Please refrain from excessive embellishment, particularly when offering recommendations in areas such as beauty, fashion, and shop exploration, where advice influences others”.

5.2.2. Spiritual Alienation

RED, evolving into an encyclopedic search tool, engenders an information cocoon influenced by big data, constraining information access and affecting user autonomy in decision-making, representing a form of spiritual alienation.

Oldenbourg (2024) demonstrated that, while SNSs corporations augment user choice with many fresh options, this expansion is accompanied by corporate domination through their power of uncontrolled interference [81]. The power of SNSs extends to manipulating users’ autonomous decision-making, offering new avenues for authentic online self-expression, yet necessitating adherence to a corporate web interface designed to undermine self-control. Our research confirms a parallel phenomenon on RED, where big data algorithms generate precise user profiles, anticipating user preferences more acutely than the users themselves, and serving tailored content and products accordingly. Big data exerts an intangible force, precisely profiling, assessing, forecasting, and catering to users. Meanwhile, users’ digital footprints on RED construct a secondary virtual identity, navigated by algorithms towards further content consumption and related purchases. This illustrates big data’s prowess in accurately forecasting user actions, thereby reinforcing the platform’s dominance through refined predictive strategies and the cultivation of compliant online personas.

Respondent CY said, “I spend at least 2–3 h a day on RED, you know, in bits and pieces. Each post is just what I want to see, and once I start scrolling, I just can’t seem to stop”.

Then, to what extent are these seemingly free acts of browsing, clicking, following, and purchasing genuinely voluntary for a rational and free individual? As Marcuse argued, technological rationality itself embodies ideology. People seeking refuge on RED to escape various real-world disciplines often overlook the platform’s underlying designer intentions. Every algorithm, mechanism, and narrative subtly and potently disseminates ideology and promotes commodities. Unbeknownst to them, each “free” choice results from sophisticated sales tactics. Under this manipulation, users become gradually enveloped in “information cocoons”, shifting from actively seeking information to passively consuming it. Independent thinking diminishes, supplanted by big data algorithms, as individuals unwittingly conform to a “herd mentality”, becoming restless and superficial. As Rosa (2019) observed, “With this, they have taken over from us a not insignificant part of what was previously understood as identity negotiation, namely the task of answering the question of who and how we are” (p. 592).

Interviewee SC shared, “RED is brainwashing my girlfriend too much. She keeps tagging me in posts about being the perfect boyfriend 24/7. I gotta get her gifts for every little memorial day, or she says I don’t love her. Now, every time a special occasion comes around, I freak out, searching for what to buy to make her happy. If she’s not satisfied, we end up arguing again”.

Clearly, RED as a social media platform influences users’ psychological realms and, due to the viral nature of online culture, reshapes real-world cognitive processes, behaviors, and interpersonal relations. When the gap between reality and the ideal widens, it often leads to conflicts.

5.2.3. Social Alienation

RED’s social alienation manifests in three key aspects: perception gaps regarding social class, tensions between virtual and physical economies, and cyber violence.

Primarily, RED fosters a disconnect in social class perception and cultivates uncertainty in self-identity. This study aligns with Toma’s (2017) findings on the emotional well-being effects of self-presentation on Facebook [14], noting that users tend to portray themselves in an optimized, socially desirable way. Rosa’s logic of competition underlies these usage patterns, suggesting that well-being is not about scope and reach but rather about qualitatively relating to the world. On RED, content often highlights aspirational lifestyles and consumer-oriented themes, such as luxury consumption and extravagant travel experiences. These visually rich and carefully curated displays are not merely lifestyle sharing but also symbols of social status, embodying Guy Debord’s concept of the “spectacle”. They reflect individual economic capital and construct a display of cultural capital, stratifying society through lifestyle showcases and influencing perceptions of social hierarchy. Prolonged exposure to “conspicuous consumption” and “display culture” may amplify subjective feelings of socioeconomic inequality, impede inter-class understanding and cohesion, and challenge social solidarity and fairness perceptions.

Moreover, frequent online comparisons, particularly with influencers’ idealized lives, can significantly affect users’ self-identity. Users are prone to developing self-deprecating emotions, experience fluctuations in self-esteem, and potentially fall into a “comparison trap”. This process is linked to increased mental health issues, such as lowered self-esteem, accumulated anxiety, and depression, and it poses challenges for deeper identity exploration and reconstruction, especially among adolescents and youths.

One comment on RED encapsulated this sentiment: “Have you come across that influencer X? Top-notch family, looks, education, personality—seems like she’s never had a hard day in her life. Compared to her, I feel like a rat in a gutter. Later, I just stopped following her”.

Secondly, the digitization of consumption has created a disparity between online and offline economies. The rise of SNSs facilitates instant broadcasting of consumption information and personalized recommendations, leading users to increasingly rely on these platforms for product research and purchasing decisions. While RED provides new communication opportunities and enriches offline experiences through virtual interactions, excessive dependence on digital spaces can undermine the cohesion of physical communities. Face-to-face interactions are crucial for building social capital and community development, and the shift from offline to online consumption results in reduced foot traffic for physical stores, adversely affecting the real economy.

Additionally, RED is marked by prevalent cyberbullying, especially on contentious issues, where comment sections often devolve into personal attacks. This behavior reflects a lack of empathy and a disregard for others, with cyberbullies distancing themselves from broader society and rejecting alternative viewpoints. Extreme hate speech exemplifies exclusionary and apathetic social relations, highlighting an inability to form meaningful connections while pursuing self-worth and self-identification.

User TW said, “I’m not updating anymore. Those who are way out of my league in real life get all bold behind their keyboards and start hurling insults at me and my kids”.

In summary, RED converts users’ desire for resonance into a craving for commodities, luring them into a cycle of consumption and generating a pseudo-real spectacle of virtual objects, which results in material alienation. Additionally, big data algorithms on RED create information cocoons that limit access to diverse information and manipulate decision-making processes, leading to spiritual alienation. Finally, RED exacerbates social alienation by creating disparities in class perception, straining the relationship between virtual and physical economies, and fostering cyberbullying (Figure 8).

The study aims to probe the mechanisms through which SNSs impact digital well-being and sustainability. Grounded in Rosa’s Resonance Theory framework, this paper elucidates a structure of resonance and alienation within RED (see Figure 6). SNSs such as RED foster material, mental, and social resonances through cultural, economic, environmental, and social sustainability, enhancing digital well-being and propelling the platform’s own sustainable progression both within and beyond the platform itself. Nevertheless, it is crucial to acknowledge the dialectical relationship between resonance and alienation, as alienation in its three forms can also hinder sustainability within and beyond the platform.

Previous sustainability research has largely been empirical, focusing on sociology [8,9,63,64], psychology [2,6,55], economics [31,34], and so on. This study introduces Resonance Theory to SNSs analysis, combining theoretical exploration with empirical investigation to offer new insights into users and platforms. While much of the existing research centers on major global platforms such as Facebook and Instagram [14,52], our study examines RED—a platform gaining popularity in China for its resonance-driven community. This approach addresses a gap in the literature by exploring the sustainability of RED from this unique perspective.

Secondly, past research on SNSs has typically focused on either the positive [9,11,35,41] or negative impacts [8,62,65] on sustainability and is usually concentrated on one specific aspect—environmental [30,31,32,33,34], social [36,37,38,39], economic [41,42,43], or cultural [44,45,46]. This study addresses these limitations by examining all four types of sustainability within SNSs. By investigating both the positive and negative effects through the lenses of resonance and alienation, our study offers a more comprehensive understanding of how SNSs influence digital well-being and sustainability.

Finally, the previous literature tends to either focus exclusively on the sustainability of platforms in relation to external factors [50,51] or on the sustainability of the platform itself [42,43]. Our study integrates both perspectives, showing that platforms such as RED enhance the sustainability of the external world by addressing four key dimensions. Within this, economic sustainability serves as the foundation, social sustainability is a critical strategy, and cultural and environmental sustainability are also vital. Additionally, the sustainability of the platform itself is crucial, with achieving a balance between commercial interests and public benefits being of paramount importance.

6. Conclusions

This study investigates the concepts of resonance and alienation in RED, a social networking service, using Resonance Theory and qualitative methods. It examines their dual implications for digital well-being and sustainable development, both within and beyond the platform.

The study’s theoretical contributions are twofold. First, it employs netnography to analyze the interplay between social media and sustainable development, using Rosa’s social philosophy to explore the complex ecosystem of SNSs. This approach offers new insights into how resonance and alienation impact digital well-being and provides a novel perspective on the role of SNSs in shaping sustainability awareness. Second, the research enhances theoretical understanding in sociology, communication, and sustainability, offering scholars innovative frameworks and research directions for further exploration.

We propose practical implications for the operation of SNSs, emphasizing the importance of balancing financial gains with user-centric and sustainable practices. First, RED can endorse eco-friendly products and educate users about sustainability. By integrating virtual and real economies through experiential consumption, the platform can align online growth with offline prosperity, fostering a sustainable cycle. Second, RED should prioritize mental well-being by promoting positive content and curbing negativity. Algorithm transparency can help to mitigate the proliferation of echo chambers and ensure the availability of diverse information, thereby reducing user alienation. Third, RED can enhance user engagement through features such as voting, feedback, and “Warm Comments” tags. Effective reporting mechanisms and penalties can address bullying, and user profile verification can mitigate risks [54]. Additionally, RED should balance economic, social, and environmental benefits by supporting public welfare and incorporating environmental consciousness into consumer awareness [82] through its promotional efforts.

Regarding future research and limitations, the focus on RED as a single case study may restrict the generalizability of the findings due to differences in user demographics, platform design, and cultural contexts across various SNSs. In addition, the rapidly evolving nature of SNSs and digital environments may limit the temporal relevance of this study. Furthermore, while the qualitative approach used in this study provides in-depth insights, it may lack quantitative validation. Future research should therefore expand the sample size to include multiple SNSs and diverse user groups to enhance generalizability. Employing mixed-method approaches that integrate both qualitative and quantitative research methods would also be beneficial.

In conclusion, this research identifies a dual structure of resonance and alienation that coexists within SNSs such as RED, influencing both digital well-being and sustainability. The study reveals three core resonance patterns on RED: (a) material resonance, involving commodity consumption and experiential consumption; (b) spiritual resonance, encompassing mental self-care, cultural communication, and the aestheticization of everyday life; and (c) social resonance, reflected in the formation of interest groups and emotional communities. These three dimensions of resonance support the sustainable development of RED itself and contribute to broader social, economic, environmental, and cultural sustainability.

At the same time, however, RED can also generate material, spiritual, and social forms of alienation, which undermine sustainability both within and beyond the platform. First, RED can transform users’ yearning for resonance into a desire for commodities, trapping them in consumption cycles and creating pseudo-real experiences that lead to offline overtourism and user disappointment. Next, RED can foster the production of an “information cocoon” through big data algorithms, which undermines users’ autonomy, self-control, and self-expression, leading to a loss of authenticity. Last, RED can create class and identity tensions, as well as facilitate instances of cyberbullying, further disconnecting users from their real world.

Recently, RED employees have faced layoffs, and there has been internal tension between the platform’s e-commerce and community divisions, reflecting a supposed conflict between profit maximization and user engagement goals. Our findings demonstrate that economic and social benefits are, in fact, synergistic. Prioritizing user experience and broad sustainability, including digital well-being, is crucial for RED’s success as a leading SNS. Therefore, for RED to sustain its own development, it should continue to adopt strategies that enhance resonance, fostering a mutually beneficial relationship between economic gains and social benefits and thereby promoting dual development encompassing both the platform and the broader community.