The Predictors of Attracting Large Audience in China: The Study of Social Media Platforms

Abstract

The objective of this research was to measure the relationship between Douyin creative campaigns, Xiaohongshustories, quality of content, content management expertise and attracting a large audience. The relationship between variables was tested empirically by collecting primary data from respondents. A sample of 225 responses was collected using a Likert scale questionnaire. Statistical Package for Social Sciences (SPSS) version 29 was used for the findings. The study found that Xiaohongshu stories and quality of content are significant predictors of attracting large audiences. However, the impact of Douyin's creative campaigns was insignificant in attracting a large audience. Moreover, the study found that moderating variable content management expertise positively strengthens the relationship between Xiaohongshu stories, quality of content and attracting a large audience. The moderating role of content management expertise was rejected in the relationship between Douyin creative campaigns and attracting large audiences. The study recommended significant findings for theoretical and practical implications, which are necessary for literature and policymaking to improve information sharing and attract large audiences