Catalysts for Connection: How Cultural Distance and Social Motivations Shape Media Use and Identity for Chinese International Students

This study examines how social motivations shape social media use and cultural identity among Chinese international students during the Spring Festival. Drawing on Uses and Gratifications theory and acculturation research, we test a conditional process model linking family reunion and community belonging motivations to cultural identity through informational and entertainment-oriented social media use, with objective cultural distance moderating motivation–use associations. Results reveal significant mediation and selective moderation: associations were stronger in low-distance Asian contexts for family reunion motivation–entertainment use and community belonging motivation–informational use. The findings show how culturally proximate environments intensify connection-oriented social media engagement during culturally salient moments.