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

Resumen

The objective of this research was to measure the relationship between Douyin creative campaigns, Xiaohongshu
stories, 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