Research Article

Climate change information sharing behavior on social media among young users in Guangzhou, China

Yang Jiao 1 , Mohamad Saifudin Mohamad Saleh 1 * , Miao Huang 2
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1 School of Communication, Universiti Sains Malaysia, Penang, MALAYSIA2 School of Animation and Digital Arts, Communication University of China, Nanjing, CHINA* Corresponding Author
Online Journal of Communication and Media Technologies, 15(2), April 2025, e202511, https://doi.org/10.30935/ojcmt/15985
Published Online: 17 February 2025, Published: 01 April 2025
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ABSTRACT

In China, the use of audio-visual media and interactive features to improve user engagement and understanding of climate change has made social media prominent in the dissemination of climate change information, particularly among young people who are the main users of social media. This empirical study uses the technology acceptance model to explore the factors impacting the intention and behavior of climate change information sharing. This study employed quantitative methods and purposive sampling, engaging 552 young adults aged 18–30 years through an online questionnaire. SPSS and SmartPLS analyzed the data, leading to the findings of this study. The results revealed that perceived ease of use (PEU), perceived usefulness (PU), and social media influencer trust (SMIT) considerably affected this cohort’s intention to share climate change information on social media (BiliBili). Furthermore, this study found that environmental concern is a moderator that affects the relationship between PEU, PU, SMIT, and intention to share climate change information. This study contributes to the body of knowledge on climate change communication, particularly in understanding Chinese youth’s climate change sharing behavior using social media.
Keywords: climate change, technology acceptance model, information sharing behavior, social media, China

CITATION (APA)

Jiao, Y., Mohamad Saleh, M. S., & Huang, M. (2025). Climate change information sharing behavior on social media among young users in Guangzhou, China. Online Journal of Communication and Media Technologies, 15(2), e202511. https://doi.org/10.30935/ojcmt/15985

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