Where do I belong? A study of associations between guanxi capital and local identity through WeChat use among Chinese youth

Mengyu Li, Jinglei Li, Megat Al Imran Yasin, Norliana Binti Hashim, Lay Hoon Ang and Fangyi Li

Technological Forecasting and Social Change, 2023, vol. 187, issue C

Abstract: Research related to the relationship between social capital and local identity has typically focused on certain social media users, namely, those using Facebook, Twitter and WhatsApp in developed countries. This has led to a lack of theory on how young people in developing countries use social media, for example to gain guanxi capital, especially when they work and reside in a new city. This study aims to understand the relationship between young WeChat users' guanxi capital and local identity in China. To test the model, the study used structural equation modelling for investigating young WeChat users (N = 2546) who migrated to Zhengzhou, based on their responses to online questionnaires. The results revealed that WeChat plays a significant role in building guanxi capital and local identity, and that the guanxi capital accumulated through WeChat Moments can affect users' sense of belonging and local identity. Furthermore, this research identified that young WeChat users in China are a unique group in terms of their use of guanxi capital accumulation, which helps them gain a sense of local belonging, particularly after they have experienced migration. The study findings can help WeChat developers adjust their strategies for functions, such as Moments, to better serve young users in different areas. Additionally, the study offers guidance for firms to enable young people to use social media to develop a sense of local identity in their new city.

Keywords: WeChat; Chinese youth; Moments; Guanxi capital; Local identity (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:187:y:2023:i:c:s0040162522007193

DOI: 10.1016/j.techfore.2022.122198

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