Influencer Culture and Chinese University Students’ Perceptions of Higher Education

• In Event: Virtual Poster Session
  In Virtual iPresentation Only: Division G - Section 6: Inquiry in the Social Context of Education Virtual Poster Session

Abstract

This study explores how social media influencer culture impacts Chinese university students' perceptions of higher education, especially across different socioeconomic backgrounds. Drawing on Social Learning Theory and Cultivation Theory, the study uses a mixed-methods design combining surveys and interviews to examine students' engagement with platforms like Douyin and Xiaohongshu. Findings indicate that influencer content shapes educational aspirations, particularly among lower-income students who view influencer success as more attainable than formal academic paths. The study highlights the importance of media literacy and policy interventions to ensure balanced, informed educational decision-making.

Author

• Jiwen Yang, University of Macau