社交媒体用户生成的品牌内容能够帮助消费者降低购买决策的不确定性，是消费者获取产品信息的主要渠道之一，对消费者形成品牌态度、做出购买决策具有重要影响。学者们已对用户生成品牌内容的基本信息属性进行了分析，但很少深入研究用户生成品牌内容的诉求。 本研究基于小红书App上护肤品品类的笔记数据，探讨用户生成品牌内容的功能性诉求对消费者社交媒体参与度的影响，并借鉴启发式-系统式模型，分析用户头像外表吸引力和功能性诉求的交互作用。 研究发现，用户生成品牌内容的功能性诉求显著影响消费者在社交媒体中的参与程度，用户生成品牌内容中包含的功能性诉求越多，即从不同角度对产品功能的描述越全面，消费者的评论和点赞数量就越多；用户头像外表吸引力在以上影响中起正向的调节作用，用户头像外表吸引力越强，用户生成品牌内容的功能性诉求对消费者社交媒体参与度的正向影响越强。

Brand-related user-generated content can reduce purchase uncertainty and influence consumers’ brand attitude and purchase decisions. Numerous studies have analyzed the content characteristics of brand-related user-generated content, yet the content's appeals have not been fully discussed. Based on the brand-related user - generated content data of skincare products from Xiaohongshu App, this study explores the impact of brand-related user-generated contenfs functional appeal on consumers’ social media engagement. In addition, we use Heuristic - Systematic Model to understand the bias effect between the physical attractiveness of the profile picture and the functional appeal. The study finds that the functional appeal of brand- related user-generated content has a significant positive impact on consumers' social media engagement. The more functional contents the brand-related user-generated content contains, the higher the consumers’ social media engagements will be. The users' physical attractiveness of the profile picture plays a positive moderating role. The more attractive the profile picture is, the stronger the impact of brand-related user-generated contenfs functional appeal on consumers' social media engagement will be.