Reposting inclination of Chinese millennials on social media: Consideration of gender, motivation, content and form

Abstract

This paper seeks to build on previous research regarding the motivations and priorities of Chinese Millennials’ use of social media with regard to the “reposting” or “sharing” of content by exploring specifics of gender, motivation, form and type of content. This large and commercially important demographic is known for a high adoption of smartphone usage, an extremely high level of social media usage including sharing of information, publicity, gaming, social and business activities. The potential promotional value of content that “goes viral” is immense. The findings of this study are based on the results of over 650 online surveys and include both theoretical and practical contributions to the body of knowledge regarding the nature of viral propagation of content in social media. This contribution to the understanding and insight social media activities of this significant and commercially consumer demographic may be of value to online promoters and marketers as well those interested in the use of social media for commercial purposes in the design and management of their online and social media presence, marketing and advertising strategies.