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China’s City Image Built by Others: Effects of Western Social Media Influencers on Cognition, Affect, and Behavior of Overseas Audiences

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User comments indicate that international audiences perceive Chinese cities with mostly positive or neutral sentiments, emphasizing modernity and local warmth.
Almost half of viewers expressed positive feedback about IShowSpeed's authentic portrayal of modern China during his “China Tour” livestreams.
This observational analysis examined user engagement on YouTube, revealing the effectiveness of cultural transmission through social media interactions.
Findings suggest that influencer-generated content may enhance mutual respect and promote the intent to travel to China, indicating a shift in audience perspectives.

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Systematic analysis reveals social media influencers shape cognition and affect in audiences worldwide, facilitating intercultural understanding.

Shengnan Fan (2025) studied this question.

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Systematic analysis reveals social media influencers shape cognition and affect in audiences worldwide, facilitating intercultural understanding.