INFLUENCE OF SOCIAL MEDIA USAGE MEDIATED BY INFLUENCER VIDEO CLIPS ON NEGATIVE EMOTIONAL STATE OF DIFFERENT GENERATION IN BEIJING, CHINA

This study examines the relationship between negative emotional states, influencer video clips, and social media usage in Beijing, China among various generations. For creating online survey questionnaires, a sample of 502 participants underwent cluster sampling using a positivist philosophy and deductive approach. Likert scales were used to measure a variety of variables, such as learning new information, social inclusion, communication skills, and leisure and recreation. Reliability tests, correlation matrices, multiple regression, mediation, and moderation tests were all included in statistical analyses. The results show that negative emotional states are significantly impacted by social media variables, with influencer video clips serving as mediators. It was discovered that the influence of varying generations on negative emotional states was mitigated by the relationship between learning new information, communication abilities, and leisure and recreation. The research adds to the body of knowledge and sheds light on the complex dynamics of social media's psychological effects, providing useful information for academics, decision-makers, and practitioners in the digital age.