An Examination of Motivation and Media Type

Abstract

This paper explores the motivations and priorities of Chinese Millennials' use of social media with regard to the sharing of content. A commercially important demographic, this group are highly active on social media. The amount of content that is shared online is immense. Some shared content “goes viral” and can be seen by vast numbers of users. 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 Chinese 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.