Conference Proceedings Series 2025 (Vol.3, No.10) | October 2025
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IIARP International Conference In association with Abstract Proceedings Series (Vol.3, No.10 | October 2025) Edited by Ms. Galina Berjozkina Dr. Yuriy Yu Shvet
IIARP CONFERENCE & PUBLICATIONS CONFERENCE PROCEEDINGS SERIES 3.10 Conference Proceedings & Abstracts Volume 3, Number 10 October 2025 ISSN 31173314 Organized by International Institute of Academic Research & Publications In association with Glovento Conference Supported by ConferenceAlert360.com
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Preface IIARP is a forum dedicated to advancing society through research. A primary goal and feature is to convene scholars, professionals, and government agencies to exchange and share their experiences and research findings on the challenges and solutions for societal development. More importantly, this conference will serve as a platform to disseminate research findings and catalyze innovation. IIARP has proven to be a critical factor in the transformation of the e-learning field. Through our well-established conferences, opportunities for quality learning, and strategies for individual and institutional success, we have contributed to this rapid growth. About International Institute of Academic Research & Publications IIARP The International Institute of Academic Research & Publications IIARP is an international academic association under Glovento Conference Private Limited®. Dedicated to promoting cooperation among scientists, defending scientific freedom, encouraging scientific responsibility and education, and advancing science outreach for the betterment of humanity, it is one of the world's largest and most prestigious general scientific societies. Objective of IIARP ❖ To provide a world-class platform for researchers to share their research findings through international and national conferences. ❖ To integrate the research findings from the conference into classroom instruction for the benefit of students. ❖ To encourage researchers to identify significant research challenges in the fields of science, engineering, technology, and management. ❖ To facilitate the dissemination of research findings through journal publications, conference proceedings, or books. ❖ To provide researchers with feedback on their work to enhance its relevance and impact through collaborative efforts.
Conference Committee Program Chair: Dr. Bilal Khalid, King Mongkut's Institute of Technology, Thailand Dr Shakir Ullah, Southern University of Science and Technology, Shenzhen, China Ms. Galina Berjozkina City Unity College Nicosia, Cyprus Chairman, IIARP Mail: [email protected] International Advisory Members ● Dr. Moo Sung Kim, College of Business, Zayed University, Dubai UAE ● Dr. MahboubehTaghizadeh, Iran University of Science and Technology, Iran ● Prof.Dr.Wen-Lin Yang, National University of Tainan, Taiwan ● Dr. Pankaj Thakur, Arba Minch University, Ethiopia ● Dr. Hoang Anh Tuan, Ho Chi Minh city University of Transport, Vietnam ● Dr. Dodo YakubAminu, Dept. of Architecture, Universiti Sains Islam Malaysia ● Dr. Sunny Joseph, Dept. of Mathematics, K. E. College, Kottayam, Kerala, India ● Dr. PoonamVyas, J K Lakshmipat University, Jaipur, Rajasthan, India ● Dr. Ahmed A. Elngar, Beni-Suef University, Egypt ● Dr. Ahmad R. AlBattat, Management and Science University, Shah Alam, Malaysia ● Dr. ArunachalamKalirajan, Dept. of. Education of DMI St. Eugene University, Zambia ● Mr. YagyanathRimal, School of Engineering, Pokhara University, Nepal ● Dr. NiharRanjan Mishra, Dept. of Social Sciences & Humanities, NIT, India ● Prof.Dr.Aries Heru Prasetyo, PPM School of Management, Jakarta Pusat, Indonesia ● Prof.Dr. NarasimhaiahGorla, American University of Sharjah, Sharjah, UAE
TABLE OF CONTENTS Sl No TITLES AND AUTHORS Page No. 01 An Analytical Study of Factors Influencing the Interface Design of Pet Healthcare Applications Ma Yuexi, Winai Mankhatitham 1 02 Social Media Campaign for Promoting Culturally Rich Tourism in Catanduanes: A Brand and Campaign Analysis Charis R. Solo, Marvin B. De Leon 2 03 Legal Psychology and Mental Health Ethics: A Framework for Conflict Resolution in Customs Clearance and Procedure Workspaces Surya.S., Dr. Asha Sundaram, Dr. Thangamayan 3 04 The Transformative Impact of 3D Modeling Digital Sculpture on Traditional Sculpture: A Re-exploration of Language, Structure, and Expression F. Hongxi Hu, S. NoppadonSangwalpetch 4 05 Visual Semiotics and Cultural Symbolism in the Chu Tomb Lacquer Painting Chariot Procession Jiaqi Shao, Noppadon Sangwalpetch 5 06 Animal Imagery as Semiotic Tool for Environmental Communication in Fashion Photography Yun Wen, Taechit Cheuypoung 6 07 Methods in Policy Making Theory - Ten Principles of Economics in India S.Surya, Dr.Asha Sundaram 7 08 Neoliberal Ideology and Socio-Ecological Crisis S. Hornung, T. Höge, C. Unterrainer 8 09 The Impact of Creative Leadership on Enhancing Municipal Service Efficiency: A Mixed Methods Study SerorNajiMohsinAldouri 12 10 The Global Trends in Research on Foreign Investment Attraction from 2014 to 2023 Muhamad Kevin Dahlan, Audio Valentino Himawan Marhendra 13
❖❖❖ 11 Anti-Corruption Policy Strength, SDG 16 Commitments, and Corruption Controversies across the Oil, Gas, and Coal Value Chain Evgenia Anagnostopoulou 14 12 Talk That Matters: An Observational Study of Learner Output and Error Correction Strategies in a Rural EFL Setting Al-Gburi, Amnea, Han, Yuqing 15 13 The Role of Water Footprint and Water Sustainability in Achieving Sustainable Development in Iraq Akad S. Bashar, Basim Hazim Al-Badri 16 14 ESGOriented Supply Chain Management in Battery Manufacturing Shih-Tong Lu, Stacy Chen, Tsung-Hsien Wu, Chia-Hsin Chen 17 15 An Examination of the Relationship Between Individual Innovativeness and Cyber Human Values of Management Information Systems Students Ş. Gündüz, A.O.. Aktürk 20 16 Transforming Raw Insurance Data into Stable Segments and Personalized Upgrade Recommendations Mustafa Serdar Konca, Şadi Evren Şeker 21 17 A Study on Visual Metaphor Design for Bystander Effect Intervention: Public Service Poster Practice Inspired by Keith Haring's Style Song Kailai, Taechit Cheuypoung 22 18 The Impact of Product Innovation on Consumer Purchase Intention - Taking New Energy Vehicles as an Example Chi Huixin 30 19 Fandom Culture and University Studentsʼ Consumer Behavior: A Multidimensional Analysis of Social Identity and Media Influence in China Xi Ning, Narong Anurak 37 20 Enhancing Public Opinion Governance in the Integrated Media Era:A Qualitative Study on Douyinʼs Engagement Strategies Meng Yuan, Dr. Narong Anurak 48 21 A Study on the Factors Affecting the Inheritance and Dissemination of Jiangxi Lantern Dance Meng Wang, Phakamas Jiraiarupat, Qiu Jin 52
Visual Semiotics and Cultural Symbolism in the Chu Tomb Lacquer Painting Chariot Procession 1Jiaqi Shao, 2Noppadon Sangwalpetch 1,2Faculty of Fine and Applied Arts, SuanSunandha Rajabhat University, Thailand AbstractThis study takes the lacquer painting Chariot Procession excavated from Chu tombs of the Warring States period as its central subject, examining its artistic representation, cultural connotations, and potential for contemporary reinterpretation. Drawing on literature review, archaeological records, and close visual analysis, and framed within the theory of visual semiotics, the research focuses on how symbolic elements—such as chariots, horses, banners, and the stylized postures of human figures—construct a grand narrative of ritual and hierarchy. Particular attention is paid to the dialectical meaning of “war and peaceˮ embedded in the imagery, in which chariots symbolize both military power and the maintenance of social order in non-combat contexts. Methodologically, the study combines document analysis, comparative archaeological evidence, and audience surveys. In addition to examining materials, pigments, and spatial composition of the lacquer painting, the survey investigates how different groups of contemporary viewers (professionals and non-professionals) interpret its visual symbols. Findings reveal that while the Chariot Procession conveys a strong sense of solemnity and order recognizable to most audiences, discrepancies arise in decoding details such as attire and ritual gestures, with professional groups showing higher sensitivity. Moreover, by engaging with cases of contemporary lacquer art, the study demonstrates how traditional techniques are being reinterpreted through strategies such as lowering color saturation, abstraction of forms, and de-formalization of symbols. Overall, this research not only deepens the understanding of the artistic and cultural significance of Chu lacquer paintings but also provides new theoretical insights and practical references for the development of Chinese “Guochaoˮ design and the transmission of intangible cultural heritage. Keywords: Chu Tomb Lacquer Painting,visual Semiotics,warring States Chu Culture, Contemporary Reinterpretation of Lacquer Art. DOI: 10.5281/zenodo.17374791 Page | 5
Animal Imagery as Semiotic Tool for Environmental Communication in Fashion Photography 1Yun Wen, 2Taechit Cheuypoung 1,2Faculty of Fine and Applied Arts, Suan Sunandha Rajabhat University, Thailand AbstractThis paper investigates the role of animal imagery in fashion photography as a semiotic tool for environmental communication. Against the backdrop of accelerating biodiversity loss and global ecological crises, the study argues that visual culture has become a vital medium for shaping public awareness of environmental issues. Drawing on semiotics, environmental communication theory, and fashion studies, the research explores how animal images in fashion photography carry layered meanings that extend beyond aesthetics or decoration, functioning instead as cultural symbols, ecological metaphors, and vehicles for ethical reflection. The methodology combines qualitative content analysis, case studies, and comparative analysis. Three representative cases are examined: Vogue Italiaʼs “Animal Issueˮ 2021, Zhong Lingʼs Heat Wave 2022, and Arno Elias and Cara Delevingneʼs IʼM NOT A TROPHY 2016. These works illustrate how strategies such as anthropomorphism, metaphorical visual composition, and human–animal hybridity can evoke emotional resonance, thereby enhancing ecological awareness among audiences. A comparative perspective further highlights the tension and complementarity between fashion photography and environmental campaign photography: while the former emphasizes aesthetics, style, and commercial value, the latter foregrounds documentary realism and action-oriented appeals. Together, these modes reveal the potential for fashion photography to integrate artistic expression with sustainability communication. Findings suggest that animal imagery in fashion photography can activate multi-layered symbolic functions, prompting empathy and critical reflection on human–nature relationships. At the same time, the paper warns against “semiotic drift,ˮ in which animal symbols risk being reduced to mere consumption icons under commercialized contexts. The discussion highlights the dual potential of fashion imagery: to either dilute ecological meaning through commodification, or to amplify environmental advocacy through consistent alignment with sustainable practices. In conclusion, this research contributes to interdisciplinary scholarship by extending semiotic analysis into the domain of fashion and ecological communication. It also offers practical implications for artists, fashion brands, and sustainability advocates: aligning aesthetics with authenticity, balancing beauty with ethical narratives, and leveraging social media as participatory platforms can transform fashion photography into a meaningful driver of environmental consciousness and sustainable development. Keywords: Fashion Photography, Animal Imagery, Environmental Communication, Semiotics, Ecological Awareness. DOI: 10.5281/zenodo.17374791 Page | 6
Methods in Policy Making Theory - Ten Principles of Economics in India 1S.Surya, 2Dr.Asha Sundaram 1Research Scholar,Saveetha School of Law, SIMATS, India 2Professor and Principal, Saveetha School of Law, SIMATS,India AbstractThe government needs to decide and implement the rules when problems arise in the economy, and address them with the implementation of rules and law so that the people are served with justice and can obtain moral support from the law if the circumstances are against the markets. The decision defines the problem and implements the logic based on the situations and consequences. In general, the economic analysis of real-world problems should always be considered with time and consequences. The NEO classical economics are based on time, as time is adequate it can be specified with respect to the problem; the time relates to historical change and is directly related to rational decision making within a consistent period of time. The NEO classical economics can be addressed by considering the Hayek problem, which can give us the idea of how a statement has been formed, and its mathematical relation with economics can provide us the solution to logic based on knowledge and consequences with timeless considerations. In this chapter, we are going to explain the concept of NEO classical economy and the related parameters which can solve economic problems in a real way. ● Timeless subscripts locate goods and services at a point of time as scarce resources. ● Time differential functions or equations in NEO classical economics can be determined based on problems. ● Hayek problem: process of change in economics and decision making. ● Remaining consistent with rational decision making. The problem is in decision making how a certain rational decision can be implemented regardless, time should always be consistent over a prolonged period to face economic problems. The simple way to produce the designation statement is through knowledge and dynamic concepts, as learning is an irreversible process. Hayekʼs decision-making knowledge and Popperʼs theory of objective knowledge are the two concepts that have been studied to obtain the concept of rational decision making regardless of time. The inadequacy of time can lead to nowhere. The solution for a certain problem can be addressed only with duration in time, where time is considered endless. When time is made static, we obtain a satisfactory solution to the specified problems. The concept of NEO classical economics is addressed below with a problem in the dynamic process. Keywords: Policy Making, Decision-making Theory, Neo Classical Economics, Rules and Regulations. DOI: 10.5281/zenodo.17374791 Page | 7
Neoliberal Ideology and Socio-Ecological Crisis 1S. Hornung, 2T. Höge, 3C. Unterrainer 1,2,3University of Innsbruck, Department of Psychology, Innsbruck, Austria Introduction In the past decades, political-economic practices and discourses of globalized financial (neoliberal) capitalism have become increasingly hegemonic, that is, so widespread and pervasive that they are typically no longer called into question, but appear as self-evident “common sense,ˮ despite their negative effects and contractions Skyrman et al., 2023. As part of this process, the internalization of economic rationalities and identity constructions has substantially affected belief systems and ways of thinking among the general population. For instance, with regard to the normative model of the ‘rational utility maximizerʼ or ‘homo oeconomicus,ʼ reaping calculated returns from investments in ‘human capitalʼ through market-based transactions Teo, 2018. However, critical theorists have analyzed this development not as progress, but as a form of ‘colonization,ʼ whereby social and humanistic values are corroded and displaced by neoliberal economistic logics of individualism, competition, and instrumentality Hornung et al., 2025; LaMothe, 2016. From this point of view, neoliberalism represents a manipulative and socially destructive ideology that serves the vested interests of powerful political-economic elites at the expense of the common good for the majority of people. The escalating socio-ecological polycrisis has raised questions as to whether neoliberal capitalism is inherently the problem or can ever be part of the solution Petrova, 2024. These developments form the backdrop of the reported research program into neoliberal ideology and socio-ecological crisis from the perspective of applied psychology. Objectives The goal of this contribution is to provide an overview of an ongoing research program on the psychological, social, and political significance of internalized neoliberal ideological beliefs in the context of socio-ecological polycrisis. Theoretical and methodological contributions on system-justifying neoliberal ideologies and their operationalization are outlined, with special attention to their implications for crisis dynamics Milstein, 2021. The polycrisis is conceptualized as a complex of compounding ecological, economic, political, and social conflicts and contradictions, culminating in government failure to adequately address the underlying problems, as well as widespread threats to liberal democracies in Europe and elsewhere by right-wing populist movements Rakowski et al., 2025. In this context, exemplary empirical results of several studies are reported, linking neoliberal ideological beliefs to dynamics of ecological, social, and political aspects of the escalating polycrisis. Methodology Based on theoretical considerations and conceptual elaboration of a previously introduced influential model Bal & Dóci, 2018, the neoliberal ideological beliefs questionnaire was developed, comprising the three dimensions of a) individualism, emphasizing self-reliance and self-interest; b) competition, as the need to outperform others to be successful; and c) instrumentality, portraying humans as resources for economic ends Hornung et al., 2025. The scale was validated in several German and Austrian samples, confirming empirical associations with group-based enmity, social dominance orientation, political left-right self-placement, and support for right-wing populist parties Alternative for Germany and Austrian Freedom Party). DOI: 10.5281/zenodo.17374791 Page | 8
Based on this methodological development, exemplary results of three empirical studies are reported. The first two are survey studies, based on convenience samples of several hundred employees and students, which were analysed using multiple linear regressions and structural equation modelling. The third was an in-depth interview study with a smaller number of persons in precarious economic situations and long-term unemployment. Qualitative content analysis and hermeneutic interpretation was conducted to capture the subjectivity of participants in making sense of the status quo in social arrangements and their own roles in society. Findings The presented findings suggest multiple corrosive roles of neoliberal ideology in social and ecological crises. In the first study, controlling for demographic variables, a chain of serial mediation effects was established, connecting system justification motives to neoliberal ideological beliefs, which negatively predicted climate-protective behavior, which, in turn, was instrumental in reducing the estimated personal carbon footprint. The positive effects of environmental attitudes, ecological knowledge, and connection with nature on climate-protective behavior appeared to be counteracted and overcompensated by the negative influence of neoliberal ideological beliefs. Additionally, income level was a substantial predictor of consumption-based carbon emissions. The second study addressed connections between neoliberal ideology and moral distancing as well as civic engagement for people seeking refuge and the human rights of migrants. Controlling for demographic variables, moral disengagement from the treatment and suffering of people seeking refuge mediated a negative relationship between neoliberal ideological beliefs and civic engagement for refugees, including a compensatory interaction between the predictors. The third study qualitatively investigated internalized neoliberal ideologies among socio-economically disadvantaged groups. In interviews with individuals in precarious life situations and long-term unemployment, respondents endorsed neoliberal social practices and discourses of individualism, competitiveness, and instrumentality, contradicting their social interests, such as meritocratic explanations for poverty, rejection of redistribution of wealth, and limiting social welfare systems. Reduction of cognitive dissonance (e.g., regarding structural inequalities) and epistemic (e.g., order, simplicity, predictability) and existential motives (e.g., security, control) were identified and elaborated as underlying psychological processes. Discussion Market-based consumer societies subject individuals to contradictory messages concerning climate protection. System-justifying neoliberal ideologies and disposable income for consumption were shown to undermine the transformational intentions associated with environmental consciousness Fremstad & Paul, 2022. Moreover, the roots of politically lamented moral disengagement and lacking civic engagement for human rights of refugees are also found in the socially corrosive ideology of neoliberalism, emphasizing complete self-reliance, competition for resources, and instrumentality of humans for economic ends Dutt & Kohfeldt, 2019. Further, persons in precarious life situation and long-term unemployment tended to either explicitly or implicitly endorse neoliberal ideologies by verbalizing individualistic explanations for poverty and success, rejection of wealth redistribution, internalized inferiority, and economic utility as a measure for human worth. Associated meritocratic ideological beliefs were instrumental for reducing cognitive dissonance, justifying the status quo, and appealing to epistemic needs for simplicity, unambiguity, structure, order, and predictability of the social environment Jost et al., 2003.An emerging theme was the connection of neoliberal ideology with group-based enmity and xenophobic stereotypes. Perceived existential threats were projected onto immigrants, DOI: 10.5281/zenodo.17374791 Page | 9
scapegoated for lacking self-reliance, illegitimately appropriating resources, and insufficiently contributing to the host economy. Results demonstrate, how neoliberal ideology instrumentalizes epistemic and existential motives to reproduce the justification of societal inequalities and social tensions in the belief systems of those deprived of gainful employment and work-related recognition Pühringer & Ötsch, 2018.The observed amalgamation of free market ideology with crypto-fascist themes provides an explanation for the widespread rise of right-wing populism in advanced neoliberal societies, traumatized by recurring waves of economic crisis and austerity. Conclusion From the presented results, three broader conclusions can be derived. First, the notion of a self-reinforcing hegemony implies that, paradoxically, escalating social, economic, and ecological crises may lead to more aggressive support for neoliberal ideologies to reduce cognitive dissonance, uncertainty, disorder, and perceived threats. This conjecture corresponds with the finding that system justification increases if the system is perceived to be under threat, as in the rally-round-the-flag effect. Second, what could be called the social corrosiveness of false consciousness refers to the conundrum that the adoption of neoliberal ideology appears to erode exactly those attitudes and behaviors that are vital for the necessary socio-ecological transformation. Third, the obtained results also provide illustrative support for a previously diagnosed authoritarian and xenophobic turn in late-neoliberal capitalism Bruff, 2014; Gallo, 2022. Associations of market ideology with social dominance orientation and group-based enmity reveal a crypto-fascist and anti-humanist core of neoliberalism, which can also be observed in frequent references to social-Darwinist themes of competition as ‘survival of the fittestʼ. To conclude, the economy as the domain where contemporary societies tend to look for a solution to most or all of their problems may actually be at the very roots of them. Effectively addressing the polycrisis threatening human civilization requires fundamentally rethinking economic principles and systems toward a conscious use of resources for the common good Durand et al., 2024, rather than for the sake of blind and destructive capital accumulation, benefiting only a small minority in the short term, but eventually destroying the planet and harming everybody in the long run. Keywords: Neoliberal Ideology, Hegemony, Polycrisis, Climate Crisis, Refugee Crisis, Crisis of Democracy. References 1. Bal, P. M., & Dóci, E. 2018. Neoliberal ideology in work and organizational psychology. European Journal of Work and Organizational Psychology, 275, 536548. 2. Bruff, I. 2014. The rise of authoritarian neoliberalism. Rethinking Marxism, 261, 113129. 3. Durand, C., Hofferberth, E., & Schmelzer, M. 2024. Planning beyond growth: The case for economic democracy within ecological limits. Journal of Cleaner Production, 437, Article 140351. 4. Dutt, A., & Kohfeldt, D. 2019. Assessing the relationship between neoliberal ideology and reactions to Central American asylum seekers in the United States. Journal of Social Issues, 751, 134152. 5. Fremstad, A., & Paul, M. 2022. Neoliberalism and climate change: How the free-market myth has prevented climate action. Ecological Economics, 197, Article 107353. 6. Gallo, E. 2022. Three varieties of authoritarian neoliberalism: Rule by the experts, the people, the leader. Competition & Change, 265, 554574. 7. Hornung, S., Höge, T., & Unterrainer, C. 2025. Neoliberal ideology and socio-ecological crisis: Exemplary results from an emerging research program in applied psychology. Journal Psychologie des Alltagshandelns / Psychology of Everyday Activity, 181, 3750. DOI: 10.5281/zenodo.17374791 Page | 10
8. Jost, J. T., Pelham, B. W., Sheldon, O., & Ni Sullivan, B. 2003. Social inequality and the reduction of ideological dissonance on behalf of the system: Evidence of enhanced system justification among the disadvantaged. European Journal of Social Psychology, 331, 1336. 9. LaMothe, R. 2016. The colonizing realities of neoliberal capitalism. Pastoral Psychology, 651, 2340. 10. Milstein, B. 2021. Justification crisis: Brexit, Trump, and deliberative breakdown. Political Theory, 494, 554583. 11. Petrova, S. 2024. Socio-ecological precarity at the juncture of multiple crises. Progress in Human Geography, 481, 3548. 12. Pühringer, S., & Ötsch, W. O. 2018. Neoliberalism and right-wing populism: Conceptual analogies. Forum for Social Economics, 472, 193203. 13. Rakowski, J. J., Schaan, L. N., van Klink, R., Herzon, I., Arth, A., Hagedorn, G., & Peʼer, G. 2025. Characterizing the global polycrisis: A systematic review of recent literature. Annual Review of Environment and Resources, 50, Review in Advance. 14. Skyrman, V., Allelin, M., Kallifatides, M., & Sjöberg, S. 2023. Financialized accumulation, neoliberal hegemony, and the transformation of the Swedish welfare model, 19802020. Capital & Class, 474, 565591. 15. Teo, T. 2018. Homo neoliberalus: From personality to forms of subjectivity. Theory & Psychology, 285, 581599. DOI: 10.5281/zenodo.17374791 Page | 11
The Impact of Creative Leadership on Enhancing Municipal Service Efficiency: A Mixed Methods Study SerorNajiMohsinAldouri College of Administration and Economics, University of Samarra, Iraq AbstractThe rising demands for transparency, accountability, and effectiveness call for a rethinking of old managerial styles by municipal institutions. Therefore, this study assesses the effect of creative leadership on the enhanced efficiency of municipal services through a mixed-method design that integrates quantitative surveys and qualitative interviews. The survey yielded 78 valid responses 34.7% of the 225 questionnaires distributed) from employees, officials, and citizens in municipalities within Iraqʼs Salah al-Din governorate; results indicated an extremely positive correlation, r = 0.83, between creative leadership and service efficiency. In my view, regression analysis confirms that creative leadership explains about 70% of the variation in efficiency, R² = 0.70. Flexibility and innovation were the two most effective leadership characteristics. However, due to its scope being limited to one region only, it should be generalized with caution. The qualitative findings put forward major impediments to creative leadership, namely bureaucratic rigidity and the inadequately skilled human resources, while also highlighting enablers such as decision-making participation and motivational support. The study discovered that promoting creative leadership under institutional reform and employee development will greatly improve the performance of municipal services. These findings add to the existing literature on public sector leadership while giving real-life lessons on how to make local governments efficient through innovation. Keywords: Creative Leadership, Service Efficiency, Municipal Governance, Public Sector Innovation, Mixed Methods. DOI: 10.5281/zenodo.17374791 Page | 12
The Global Trends in Research on Foreign Investment Attraction from 2014 to 2023 1Muhamad Kevin Dahlan, 2Audio Valentino Himawan Marhendra 1,2Binus University, Indonesia AbstractThis study examines global trends in foreign investment attraction from 2014 to 2023. Bibliographic analysis shows that the number of foreign investment publications increased significantly, with an annual growth rate of 8.06%. Factors affecting foreign investment attractiveness include business environment, financial policies, and institutional quality, with countries with strong democratic structures being more attractive to investors than authoritarian countries. The study also identified the most influential authors and institutions and noted the high level of international cooperation between them. However, there are still gaps in the literature regarding technology adoption and the comparison between FDI and portfolio investment. Future research is recommended to further investigate the factors that influence foreign investment and the characteristics of investment in different policy contexts. Keywords: Global Trends, Foreign Investment, Attractiveness of Foreign Investment. DOI: 10.5281/zenodo.17374791 Page | 13
Anti-Corruption Policy Strength, SDG 16 Commitments, and Corruption Controversies across the Oil, Gas, and Coal Value Chain Evgenia Anagnostopoulou University of Macedonia, Thessaloniki, Greece AbstractThis study investigates whether stronger anti-corruption systems and institutional commitments associated with Sustainable Development Goal 16 SDG 16 Peace, Justice, and Strong Institutions) are linked to a reduced exposure to bribery, corruption, and fraud controversies in the extractive and energy value chain. We analyze a cross-sectional sample of 481 listed firms across five segments (upstream, midstream, downstream, cross-stream/integrated, and coal) and five regions North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa). Key variables include a policy strength index Policy Bribery and Corruption Score), a controversies index Bribery, Corruption, and Fraud Controversies Score), an SDG 16 adoption indicator, and controls for firm size, profitability, and leverage. Descriptive statistics reveal moderate average policy strength M = 53.44, SD = 1.91 on a 5057 scale) and a mid-range level of controversies M = 59.51, SD = 1.24 on a 5761 scale), with 31% of firms disclosing their adoption of SDG 16. Bivariate correlations support the expected relationships: controversies are lower when policies are stronger (r = 0.284, p < .001 and when SDG 16 is adopted (r = 0.224, p < .001. There is a modest association between SDG 16 adoption and stronger policies (r = .135, p = .003. Kruskal–Wallis tests reveal significant heterogeneity by segment for SDG 16, policy strength, and controversies. Mean-rank patterns indicate that the midstream and coal segments face higher levels of controversy, while cross-stream/integrated firms rank the lowest. Across regions, SDG 16 adoption and controversy levels differ significantly, although policy strength remains consistent across regions. The Asia-Pacific region exhibits the highest controversy ranks, whereas Europe ranks the lowest. Ordinary least squares regressions support the correlational evidence. In models that include segment dummies R² = .153; Durbin-Watson = 1.96, both policy strength and SDG 16 adoption are independently associated with fewer controversies. The downstream and coal segments show higher controversy scores compared to the upstream segment. Substituting region dummies yields similar results R² = .175; Durbin-Watson = 1.91, with policy strength and SDG 16 remaining significant, while region dummies do not. Controls for size, ROA, and leverage are consistently insignificant. The findings of the study indicate that well-established anti-corruption policy frameworks, which are explicitly aligned with SDG 16, are associated with reduced levels of exposure to controversy. It is important to note, however, that the risk profiles differ significantly across various segments of the value chain and among different geographical regions. These insights carry important managerial implications, suggesting that organizations should strategically prioritize their investments in compliance measures and focus their risk mitigation efforts in a targeted manner to address the specific vulnerabilities identified in their operations. Keywords: Compliance Systems, Controversy Risk, Extractive Industries, Institutional Quality, Value-chain Heterogeneity. DOI: 10.5281/zenodo.17374791 Page | 14
Transforming Raw Insurance Data into Stable Segments and Personalized Upgrade Recommendations 1Mustafa Serdar Konca, 2Şadi Evren Şeker 1Doğuş Technology, R&D Center, İzmir, Türkiye 2Faculty of Computer and Information Technologies, Istanbul University, Istanbul, Türkiye AbstractInsurers increasingly require customer segments that are interpretable by business stakeholders, stable across periodic refreshes, and explicitly grounded in operational rules so they can drive targeting, cross-sell, and upsell at scale. This study presents an end-to-end workflow that converts multi-table operational records—policy, product, claim, and asset logs—into human-readable segments augmented with personalized upgrade guidance. The pipeline integrates a stringent active-policy rule that reconciles renewals and cancellations using request traces; premium normalization via product-year inflation factors; anomaly suppression with Isolation Forest; standardized scaling; and k-means clustering supported by centroid-distance diagnostics, with comparative checks against Gaussian mixture models and HDBSCAN to contextualize performance and robustness, particularly for interpretability and downstream usability. Applied to our portfolio, k-means partitions customers into seven behaviorally coherent and operationally consistent clusters Clusters 06. Above the cluster layer, we apply an RFM value tier using calibrated weights and quantile thresholds, deriving four distinct value tiers AD from k-means outputs and premium-related attributes; by inverting that scoring function, the system yields per-customer prescriptions—e.g., incremental tenure, broader product breadth, or a normalized premium lift—indicating what would be sufficient to progress to a higher tier. Upgrade guidance is summarized qualitatively and without numeric thresholds: movement from A to B tends to be low-friction and most often achieved via added product breadth, with modest premium adjustments also helpful; advancement from B to C typically requires a balanced combination of breadth and premium, with tenure occasionally decisive at the margin; progress from C to D represents a higher hurdle generally demanding simultaneous improvements in breadth and premium, while tenure plays a supporting role; D is already the top tier and no upgrade is suggested. We evaluate the approach on a portfolio of 379,584 customers represented by 38 engineered features, which are disclosed only in anonymized summary form (feature-wise missingness, uniqueness, and distributional statistics). Overall, the contribution is a transparent, stability-minded segmentation approach that links centroid diagnostics to coherent business narratives, surfaces clear upgrade levers for marketing and retention teams, and provides channel-ready inputs for activation and bundling—while preserving data privacy through percentage-only reporting and anonymized summaries. Keywords: Insurance Customer Segmentation, K-means, RFM Tier, Upgrade Recommendation, Cross-sell. DOI: 10.5281/zenodo.17374791 Page | 21
A Study on Visual Metaphor Design for Bystander Effect Intervention: Public Service Poster Practice Inspired by Keith Haring's Style 1Song Kailai, 2Taechit Cheuypoung 1,2Faculty of Fine and Applied Arts, Suan Sunandha Rajabhat University, Thailand AbstractThis study investigates the effectiveness and mechanism of visual metaphor design in intervening the "bystander effect" within social psychology. Drawing inspiration from Keith Haring's graffiti art style and employing a cool-toned color strategy, a series of public service posters were designed to visualize abstract psychological mechanisms such as "diffusion of responsibility" and "group indifference." Through theoretical analysis, A/B testing, questionnaire surveys (valid samples N256, and in-depth interviews, the posters' intervention effects were systematically evaluated across public cognition, emotional arousal, and behavioral intention dimensions. Findings reveal that metaphorical visual design effectively enhances audience awareness of the bystander effect (experimental group showed significantly higher cognitive improvement than control group, p < .05, evokes emotional resonance 74.2% of respondents agreed cool tones effectively conveyed "indifference"), and moderately promotes positive behavioral intentions 71.4% reported feeling prompted to reflect). The study demonstrates that visual communication design can serve as an effective tool for social psychological intervention, with its efficacy moderated by factors such as cultural context, communication channels, and metaphorical universality. This paper provides empirical evidence and practical pathways for public welfare communication and visual design interventions addressing social psychological issues. Keywords: Bystander Effect, Visual Metaphor, Public Service Poster, Keith Haring Style, Social Psychological Intervention, Effect Evaluation. I. Research Background The "bystander effect," a classic phenomenon in social psychology, reveals a behavioral pattern where individuals' willingness to intervene decreases as group size increases Darley & Latané, 1968. The underlying psychological mechanisms, such as Diffusion of Responsibility and Pluralistic Ignorance, exhibit significant abstraction and concealment. Traditional intervention methods like policy guidance and moral education face limitations in evoking emotional resonance and prompting immediate action. Visual communication design, leveraging its intuitiveness, emotional resonance, and cross-cultural dissemination potential, has emerged as a vital tool for addressing abstract socio-psychological issues Frascara, 2004. Public service posters, in particular, effectively lower public cognitive barriers and trigger emotional resonance by transforming abstract concepts into perceptible visual symbols through visual metaphor Lakoff & Johnson, 1980. However, existing research predominantly focuses on describing communication effects, lacking systematic empirical exploration of how visual design specifically intervenes in psychological mechanisms and behavioral intentions. This study employs Keith Haring's style as a visual prototype to design cool-toned public service posters. It aims to metaphorically express the mechanisms of "indifference" and "diffusion of responsibility" within the bystander effect. DOI: 10.5281/zenodo.17374791 Page | 22
II. Research Objectives 2.1 The effectiveness of combining Keith Haring style with cool color palettes in conveying social apathy 2.2 Analyze the impact of this poster design on public cognition, emotional arousal, and behavioral intentions; III. Research Questions 3.1 Can the Harlin style and cool color palette effectively convey social apathy and evoke emotional resonance? 3.2 How does poster design influence public cognition, emotions, and behavioral intentions regarding the bystander effect? IV. Visual Metaphor Design and Implementation Pathways 1 Theoretical Suitability and Visual Adaptation of Keith Haring's Style Keith Haring's graffiti art is renowned for its highly symbolic, line-simplified, and dynamically charged figures, possessing universal appeal across cultures Grace, 2018. This study adapts his style by simplifying figures within groups into symbolic, dynamic forms to represent "individuals within the crowd." Unlike the warm color palette common in Harlin's originals, this study employs cool tones such as blue, purple, and cool green to reinforce a psychological atmosphere of " " and "detachment" (see Figure 1. Color psychology research indicates that cool tones effectively convey negative emotions and psychological distance Gkiouzepas & Hogg, 2011, aligning strongly with this research topic. Figure 1 In its composition, the poster constructs a collective image of "close yet distant" through the repetition, arrangement, and dynamic interconnection of human symbols. The central figure is depicted in distress, while surrounding individuals are shown with their backs turned or in indifferent poses, visually metaphorizing "diffusion of responsibility" and "collective inaction" (see Figure 2. Figure 2 DOI: 10.5281/zenodo.17374791 Page | 23
In color design, the poster abandons Keith Haring's signature high-saturation warm tones, instead employing a palette of blues, purples, and cool greens. Blue conveys detachment and rational composure, yet within the group context transforms into a symbol of "indifference"; Purple symbolizes impersonal interactions and diluted responsibility; cool green, used as an accent color, amplifies psychological "insecurity" and "tension." This color strategy aligns closely with the psychological traits of the bystander effect, endowing the poster with artistic appeal while simultaneously serving dual functions of psychological suggestion and social critique. Figure 3 2 Metaphor Construction and Cognitive Mapping Based on the core tenets of conceptual metaphor theory Lakoff & Johnson, 1980, this study developed a systematic visual metaphor conversion framework to translate abstract psychological concepts into perceptible visual symbols. In the metaphorical structure design, the core mechanism of "diffusion of responsibility" is visualized as a narrative where "the group turns its back on the central figure." By depicting a central individual in distress surrounded by multiple figures standing with their backs turned, the process of individual DOI: 10.5281/zenodo.17374791 Page | 24
responsibility dissolving within a group environment is intuitively presented. Simultaneously, the concept of "psychological alienation" is expressed through a cool-toned color strategy and distancing composition—low-saturation blue-purple hues create an emotional distance, while spatial relationships such as character spacing and orientation reinforce psychological detachment. This metaphorical construction fundamentally achieves a cognitive mapping process from the source domain (concrete visual elements) to the target domain (abstract psychological mechanisms). Specifically, the visual symbol of the group's backs evokes viewers' embodied experiences of "avoidance" and "indifference," while the cool color palette activates emotional memories of "coldness" and "estrangement." This allows complex psychological mechanisms to be understood and internalized through viewers' existing perceptual experiences. Such cognitive conversion not only lowers the threshold for comprehension but also bypasses rational defenses through the directness of visual language, achieving a direct impact on deep-seated psychology. Notably, the metaphorical design in this study employs a multi-layered mapping strategy. At the primary mapping level, formal elements (color, composition) directly trigger emotional responses; at the advanced mapping level, narrative structure (the relationship between the group and the individual) induces cognitive reflection. This dual mapping mechanism ensures the design instantly evokes emotional resonance while simultaneously prompting deep reflection during sustained viewing. This achieves a complete transition from sensory to rational cognition, providing a cognitive psychology-based explanation for the effectiveness of visual interventions. 3 Design Outcomes and Practical Validation Based on the aforementioned theoretical framework, this study created a series of public service posters Figure 3. Practical validation demonstrates significant effectiveness in cognitive communication and emotional arousal: 78.6% of audiences rapidly recognized the metaphorical meaning, and 76.3% of respondents reported experiencing a strong psychological impact. Field deployment in settings like campuses and subways further confirmed the posters' intervention value, with most viewers' feedback indicating the design prompted reflection on their sense of responsibility within groups. These findings demonstrate that through systematic metaphor construction and visual translation, design can effectively resolve the cognitive dilemma of the bystander effect, providing actionable pathways for public welfare communication. DOI: 10.5281/zenodo.17374791 Page | 25
Figure 4 Figure 5 V. Research Design and Methodology 1 Research Sample and Data Collection This study employed a mixed-methods approach combining questionnaire surveys and in depth interviews. A total of 256 valid questionnaire responses were collected, covering urban youth aged 1845 (including college students and working professionals). Through A/B testing, participants were divided into an experimental group (viewing metaphorical posters) and a control group (viewing traditional realistic-style posters), with comparisons made between the two groups in terms of cognitive, emotional, and behavioral intent differences. 2 Measurement Tools The questionnaire measured the following dimensions:Cognitive Comprehension: Measured the audience's recognition and understanding of the poster's theme;Emotional Response: Assessed using a five-point Likert scale to evaluate emotional resonance (e.g., guilt, indifference, empathy);Behavioral Intentions: Examined the likelihood of audience members taking action in similar situations;Metaphor Acceptance: Evaluates the readability and communicative effectiveness of visual metaphors.Additionally, in-depth interviews with 15 participants were conducted to gather qualitative feedback on design implications and psychological responses. VI. Research Findings and Effect Analysis 1 Cognitive Arousal and Enhanced Comprehension A/B test results indicate that the experimental group Harlem style + cool color palette) demonstrated significantly higher cognitive comprehension than the control group (p < .05. 78.6% of respondents could identify the poster's core imagery within 3 seconds, compared to only 52.3% in the control group. During interviews, most respondents stated they "instantly felt indifference and helplessness," indicating the metaphorical design effectively lowered comprehension barriers. 2 Emotional Resonance and Sentiment Triggering On an emotional level, 74.2% of respondents felt that cool colors successfully conveyed "coldness" and "detachment"; 68.7% experienced "psychological discomfort," which evoked associations with real-life bystander incidents. While triggering negative emotions is not a positive experience, it helps reinforce memory and reflection on the issue Cialdini, 2003. 3 Initial Stimulation of Behavioral Intentions Regarding behavioral intention, 58.3% of experimental group respondents stated they would "be more willing to intervene in public incidents in the future," compared to 42.7% in the control group. Although a gap exists between intention and actual behavior, the data indicates the design played a positive role in the "attitude-intention" chain. 4 Moderating Effects of Cultural Background and Communication Channels The study found that cultural background and communication channels, as important moderating variables, significantly influenced the communication effectiveness and intervention efficacy of visual metaphor design. On the cultural dimension, the research revealed distinct cross-cultural differences: Audiences from Eastern cultural backgrounds DOI: 10.5281/zenodo.17374791 Page | 26
demonstrated higher acceptance and resonance with metaphors related to "collective responsibility," such as visual symbols symbolizing collective responsibility like the "ripple effect" and "shared barrier," which effectively stimulated their sense of responsibility. While Western audiences respond more sensitively to "individual breakthrough" symbols. Imagery emphasizing personal agency, such as "breaking through walls alone" or "individual radiance," better evokes their willingness to act. This finding corroborates a classic theory in cultural psychology: collectivist versus individualist cultural orientations shape distinct perceptions of responsibility and behavioral patterns. At the communication channel level, different settings exhibit unique dissemination characteristics and intervention advantages. Offline public spaces (such as subway stations and bus hubs) leverage spatial immersion and passive audience exposure to create sustained visual environments, enabling metaphorical messages to permeate at the subconscious level. Campus settings, through their inherent educational attributes and group interaction dynamics, amplify the didactic function of design, fostering deeper cognitive reflection and attitude shifts among youth. Digital social platforms (like Weibo and Instagram), through their interactive mechanisms and social network effects, not only transcend temporal and spatial constraints but also achieve exponential diffusion and meaning reproduction through user actions like likes, comments, and shares, creating a distinctive "ripple effect" of communication. Notably, these three channels are not mutually exclusive but form an integrated communication ecosystem. Immersive offline experiences lay the cognitive foundation, campus settings foster attitude internalization through educational functions, while online platforms' interactive nature drives public expression and social diffusion of behavioral intentions. This multi-layered, multidimensional communication pathway provides a more comprehensive implementation framework for visual design's social interventions. It also suggests that future practices require precise channel combinations and content adaptation based on intervention objectives and target audience characteristics. Figure 6 VII. Discussion and Implications DOI: 10.5281/zenodo.17374791 Page | 27
This study empirically validates the effectiveness of visual metaphor design in intervening the bystander effect. The combination of Keith Haring-inspired style with cool color palettes not only enhances visual recognition but also facilitates public understanding of abstract psychological mechanisms through metaphorical mapping. The findings support the concept of "Design as Social Action," demonstrating visual communication as a potential tool for social-psychological intervention. However, the study also reveals several limitations: Variability in metaphor comprehension: Non-design background audiences exhibit interpretive biases toward complex metaphors, necessitating future efforts to balance artistic expression with universal accessibility; Limitations in behavioral transformation: While design can stimulate intent, actual behavior remains influenced by contextual, institutional, and other factors; Insufficient sample representativeness: Focused on urban youth, future research should expand to broader demographics and cultural contexts. Based on these findings, the following practical recommendations are proposed: Enhance metaphor universality by employing cross-cultural symbols (e.g., "walls," "cold tones") supplemented with concise textual guidance; Promote multi-channel integration by combining public spaces, campus education, and social media to create synergistic communication; Prioritize cultural adaptation by adjusting visual narrative strategies according to target cultures in global dissemination. IX. Conclusion By applying Keith Haring-inspired aesthetics and cool-toned metaphors to public service poster design, this study empirically demonstrates the cognitive arousal, emotional triggering, and behavioral guidance value of visual communication in intervening the bystander effect. Findings indicate that visual metaphors effectively concretize abstract sociopsychological mechanisms, providing visual pathways to enhance public responsibility awareness. Future research may deepen cross-cultural comparisons, long-term effect tracking, and multidisciplinary collaboration to advance the systematic and institutionalized development of visual design in social psychological interventions. References 1. Cialdini, R. B. 2003. Crafting normative messages to protect the environment. Current Directions in Psychological Science, 124, 105109. 2. Darley, J. M., & Latané, B. 1968. Bystander intervention in emergencies: Diffusion of responsibility. Journal of Personality and Social Psychology, 84, 377383. 3. Frascara, J. 2004. Communication design: Principles, methods, and practice. Allworth Press. 4. Gkiouzepas, L., & Hogg, M. K. 2011. Articulating a new framework for visual metaphors in advertising. Journal of Advertising, 401, 103120. 5. Grace, H. 2018. Keith Haring: The political line. University of California Press. 6. Lakoff, G., & Johnson, M. 1980. Metaphors we live by. University of Chicago Press. DOI: 10.5281/zenodo.17374791 Page | 28
DOI: 10.5281/zenodo.17374791 Page | 29
The Impact of Product Innovation on Consumer Purchase Intention - Taking New Energy Vehicles as an Example Chi Huixin Dhurakij Pundit University, 110/14 Prachachuen Road, Laksi, Bangkok 10210, Thailand AbstractInnovation and development have consistently been a topic of interest within the academic community. Leading with innovative products can secure a stronger competitive advantage for enterprises in a fierce market, thereby maintaining their market share.At present, under the drive of "double carbon" goals and technological iterations, the new energy vehicle industry has a period of strategic acceleration. However, consumers' acceptance and purchase behavior of innovative products are far more than just considering technical parameters. This article aims to deeply analyze how Per Product Innovativeness PPI drives consumers' Purchase Intention PI by affecting Brand Attitude BA. The core purpose of this study is to construct empirically test this effect model, and provide decision support at the micro level for new energy vehicle enterprises to formulate more accurate innovation and marketing strategies. This study follows the paradigm of empirical, with quantitative analysis as the main means. In order to ensure the representativeness of the data, the research object is potential consumers aged 2560 in China have the intention to buy cars, and the data is collected through online questionnaire platforms. In the questionnaire design, each core variable adopts a mature scale for operational measurement. SPSS software is used for data analysis, and the research hypothesis is verified through reliability and validity testing, descriptive statistical analysis, regression analysis and mediation effect testing. Keywords: Sense of Product Innovation, Consumer Willingness, Brand Attitude, New Energy Vehicles. I. Introduction Background of the study The background of this study is situated within the global push for carbon neutrality and the rapid growth of the new energy vehicle NEV industry. Under the influence of "dual carbon" goals and technological advancement, NEVs have become a crucial pathway for achieving sustainable development and green transportation. According to the International Energy Agency IEA, 2025, global NEV sales are projected to exceed 20 million units by 2025, accounting for over 25% of the global automotive market, with China leading at nearly 60% of sales. This indicates a clear shift from policy-driven to market-driven adoption, with increasing consumer acceptance. However, consumer purchase behavior is not solely determined by technical parameters. Instead, it is significantly influenced by perceived product innovativeness PPI, which encompasses both novelty and functionality. Previous research, such as that by Rogers 2003, highlights that consumers' subjective judgment of a product's innovativeness plays a critical role in adoption decisions. Moreover, scholars like Cho and Schwarz 2006 and Hoffler 2003 have shown that cognitive differences among consumers affect how they perceive and respond to innovative products. Despite existing studies on innovation, there remains a gap in understanding how perceived product innovativeness—especially through the mediating role of brand attitude—affects purchase intention in the NEV context. This research aims to fill this gap by constructing an empirical model based on the SOR Stimulus-Organism-Response) framework, where perceived innovation serves as the stimulus, DOI: 10.5281/zenodo.17374791 Page | 30
Fandom Culture and University Studentsʼ Consumer Behavior: A Multidimensional Analysis of Social Identity and Media Influence in China 1Xi Ning, 2Narong Anurak 1College of Communication Arts, Suan Sunandha Rajabhat University, Thailand 2Assistant Professor,College of Communication Arts,Suan Sunandha Rajabhat University, Thailand AbstractFandom culture has become an influential socio-cultural phenomenon among Chinese university students, shaping their perceptions, identities, and consumer behaviors. Rooted in participatory media culture and social identity theory, fandom offers young individuals not only entertainment but also a sense of belonging and self-expression. This study explores the multidimensional relationship between fandom participation, social identity formation, media influence, and studentsʼ consumer behavior within the context of Chinaʼs rapidly digitalized cultural economy. Using a quantitative research design, data were collected from 480 university students in Jiangxi Province through an online questionnaire. Structural Equation Modeling SEM was employed to test the hypothesized relationships among variables. Results revealed that fandom participation significantly predicts studentsʼ consumer attitudes and purchase intentions, mediated by social identity and perceived media influence. The findings contribute to understanding fandom as a cultural and psychological mechanism that redefines youth consumption patterns. This research provides theoretical and practical implications for educators, policymakers, and media industries in promoting rational consumption and sustainable youth culture. Keywords: Fandom Culture, Consumer Behavior, Social Identity, Media Influence, Chinese University Students, Participatory Culture. I. Introduction 1.1 Background and Significance In the past decade, fandom culture—characterized by organized fan communities, participatory engagement, and emotional attachment to idols or cultural products—has evolved from a subcultural niche into a mainstream cultural force in China Jenkins, 2012; Zhao & Wang, 2021. Chinese youth, particularly university students, are deeply embedded in this cultural ecosystem, where fandom not only represents a leisure activity but also a social practice, identity marker, and consumption driver Liu, 2020. The expansion of social media platforms such as Weibo, Bilibili, and Douyin has accelerated this transformation, providing interactive spaces for fans to co-create cultural meaning, perform social identities, and engage in collective consumption Chen, 2022. Fandom culture intersects with consumerism, digital media, and social identity processes. In contemporary China, where the post-2000 generation values self-expression and online participation, fandom has become a key site where personal emotions, social belonging, and consumer decisions converge Sun, 2023. However, the intense emotional and economic investment within fandoms—such as group purchases, idol fundraising, and digital “data battlesˮ—has raised concerns about irrational consumption and value distortion Wang, 2021. Understanding the mechanisms behind this behavior is therefore essential for developing sustainable cultural consumption habits among youth. DOI: 10.5281/zenodo.17374791 Page | 37
1.2 Theoretical Foundations This study draws upon social identity theory Tajfel & Turner, 1986, participatory culture theory Jenkins, 2009, and media influence theory McQuail, 2010 to explain how fandom shapes studentsʼ consumer behavior. Social identity theory posits that individuals derive part of their self-concept from group memberships, leading them to align behaviors with perceived in-group norms. In fandom, this means fans may consume products or services endorsed by their idols to reinforce their belongingness. Participatory culture emphasizes active fan engagement in media production and circulation, transforming audiences into co-creators who derive cultural capital from shared fandom practices. Meanwhile, media influence theory highlights how digital platforms frame and amplify fandom activities, creating affective environments that normalize fan-driven consumption. By integrating these frameworks, the study proposes that fandom culture affects consumer behavior through the mediating effects of social identity and media influence. In other words, fansʼ identification with their communities and the persuasive power of digital media jointly drive their purchasing patterns. 1.3 Research Gap and Problem Statement Existing literature predominantly explores fandom from sociological or communication perspectives, focusing on identity formation, cultural participation, or celebrity worship Zhang, 2020; Wang & Li, 2022. However, few empirical studies have systematically examined how these processes translate into consumer behavior among university students. Most prior research either treats fandom as a media phenomenon or isolates consumption as an economic act, overlooking the interplay between cultural identity and market behavior Lin, 2021. Moreover, much of the scholarship on Chinese fandom culture is descriptive rather than analytical, lacking quantitative validation. Therefore, this study addresses the following research question: RQ How does fandom culture influence university studentsʼ consumer behavior in China, and what roles do social identity and media influence play in this relationship? Based on this question, the study aims to construct a co-directional model linking fandom participation, social identity, media influence, and consumption behavior. 1.4 Research Objective and Contribution The primary objective of this research is to investigate the psychological and social mechanisms through which fandom culture affects university studentsʼ consumer behavior. Specifically, it aims to: ● Examine the direct effect of fandom participation on consumer attitudes and purchase intentions. ● Assess the mediating role of social identity in the relationship between fandom and consumption. ● Evaluate the moderating or amplifying influence of media exposure on fandom-induced consumption. This study contributes to theory by expanding social identity theory within a cultural consumption context and integrating it with participatory culture and media influence perspectives. Practically, it offers guidance for educators and policymakers to foster rational consumption awareness among youth, and for cultural industries to promote socially responsible marketing strategies. II. Literature Review 2.1 Fandom Culture: Concept and Development DOI: 10.5281/zenodo.17374791 Page | 38
The term fandom refers to the collective social structure of fans who share emotional and cognitive attachment to a particular idol, cultural text, or brand Hills, 2002. Jenkins 2012 described fandom as a “participatory cultureˮ in which audiences are not passive consumers but active participants in meaning-making. In China, fandom culture (饭圈文化) emerged alongside the rise of idol industries and social media ecosystems, forming tightly organized communities that engage in content production, online voting, and economic support for idols Yang, 2020. Early studies in Western contexts framed fandom as a subculture of resistance—fans reinterpreted mainstream texts and created new cultural meanings Fiske, 1992. However, in China, fandom is both commercialized and collectivized, often integrated into digital nationalism, market campaigns, and online activism Zhao, 2021. Fan organizations, often managed through “super talkˮ forums or WeChat groups, maintain hierarchical management systems where core fans coordinate group actions and collective consumption Li, 2022. This collectivist feature aligns with broader Chinese social norms that emphasize group harmony and identity alignment Huang & Guo, 2020. As a result, Chinese fandom culture is not merely entertainment; it functions as a social structure that channels young peopleʼs emotional energy into organized action, with consumption as a central expression of loyalty. 2.2 Fandom and Youth Consumer Behavior Fandom consumption refers to the economic activities undertaken by fans to demonstrate their support for idols or fan communities. These include buying albums, merchandise, tickets, or participating in digital engagement such as “data buildingˮ (刷数据) to enhance idol visibility Wang & Li, 2022. Such behaviors are driven not only by personal preference but also by social conformity and symbolic identity Liu, 2021. Research suggests that fandom participation can alter individualsʼ value orientations toward consumption Park & Kim, 2020. Fans often internalize the norms of their communities, leading to collective purchasing actions that are emotionally rewarding but financially burdensome. In the context of university students, whose economic independence is limited, this dynamic can result in irrational consumption patterns, including overspending or emotional attachment to consumer goods Zhang, 2021. At the same time, fandom consumption also offers positive aspects: it fosters social belonging, self-efficacy, and peer communication Chen, 2022. For many young people, fandom provides a community of like-minded peers and an opportunity to express identity through consumer choices. Thus, fandom consumption cannot be simply judged as irrational; it reflects complex interactions between emotion, identity, and culture. 2.3 Social Identity and Fandom Behavior Social identity theory Tajfel & Turner, 1986 provides a crucial framework for understanding the psychological mechanisms underlying fandom participation. According to this theory, individuals define themselves through membership in social groups, deriving emotional and evaluative significance from these affiliations. Within fandoms, identity formation occurs as fans internalize the collective values, norms, and rituals of the community. This process strengthens in-group cohesion and differentiates members from outsiders Reysen & Branscombe, 2010. In the context of Chinese fandom culture, social identity is often amplified through digital communication and ritualized online performances. Fans publicly demonstrate loyalty by reposting idol-related content, organizing charity events in the idolʼs name, and engaging in symbolic consumption Liu, 2020. These activities reinforce a shared identity and collective pride. The sense of belonging becomes a psychological reward that motivates sustained engagement and consumption. DOI: 10.5281/zenodo.17374791 Page | 39
Empirical studies indicate that fan identification is positively correlated with brand loyalty and willingness to pay Bergami & Bagozzi, 2000; Zhang, 2021. This suggests that fandom functions similarly to brand communities, where identification predicts both attitudinal and behavioral loyalty. The more strongly individuals identify with a fandom group, the more likely they are to participate in collective consumption activities, even when such actions carry economic costs Huang & Guo, 2020. Moreover, social identity can mediate the relationship between fandom participation and consumption behavior. When individuals perceive consumption as a means of affirming their group membership, their purchasing actions transcend functional needs and become symbolic expressions of identity Escalas & Bettman, 2005. This dynamic helps explain why university students often prioritize fandom-related expenditures over practical consumption needs. 2.4 Media Influence in Fandom Consumption Media influence theory McQuail, 2010 emphasizes how media messages shape attitudes, beliefs, and behaviors through framing and agenda-setting mechanisms. In fandom culture, media platforms not only disseminate idol-related information but also construct social realities that validate fan behavior. Digital platforms such as Weibo, Bilibili, and Douyin provide immersive spaces for fan communities, enabling real-time communication, affective contagion, and collective mobilization Sun, 2023. Fandom participation in China is deeply intertwined with algorithmic amplification—social media algorithms prioritize engagement metrics, making fandom activities more visible and emotionally charged Chen, 2022. This continuous exposure intensifies fansʼ parasocial relationships with idols and normalizes collective spending as a moral or emotional obligation. Studies have found that perceived media influence can enhance the psychological pressure to conform to fan norms Zhao & Wang, 2021. Furthermore, media serve as a mediating and moderating factor in the fandom-consumption relationship. While traditional media studies viewed audiences as passive, todayʼs fans actively reinterpret and re-circulate media content. This user-generated participation reinforces the feedback loop between fandom identity and consumption Jenkins, 2009. Media narratives of success, sacrifice, and collective achievement stimulate fan pride, which in turn strengthens their willingness to contribute financially. Thus, in the context of Chinese digital culture, media influence not only facilitates fandom engagement but also acts as a behavioral amplifier, shaping both emotional and economic dimensions of fan practices. The intertwined effects of social identity and media influence create a fertile ground for understanding the cultural logic of consumption in fandom settings. 2.5 Conceptual Framework DOI: 10.5281/zenodo.17374791 Page | 40
Drawing on the reviewed literature, this study proposes a multidimensional conceptual model linking fandom participation, social identity, media influence, and consumer behavior Figure 1. Independent Variable: Fandom Participation FP Refers to individualsʼ engagement in fandom activities such as content sharing, online voting, event participation, and idol support purchases. Mediators: Social Identity SI The degree to which individuals internalize fandom group membership as part of their self-concept. Media Influence MI The perceived impact of digital media on shaping attitudes and behaviors related to fandom participation and consumption. Dependent Variable: Consumer Behavior CB Defined as fandom-related purchasing actions, willingness to spend, and consumption attitudes among university students. Hypotheses: H1 Fandom participation positively influences consumer behavior among university students. H2 Social identity mediates the relationship between fandom participation and consumer behavior. H3 Media influence mediates the relationship between fandom participation and consumer behavior. H4 Social identity and media influence jointly amplify fandomʼs impact on consumption. This framework conceptualizes fandom as a social-psychological system, wherein cultural participation FP activates identity processes SI and media persuasion MI, ultimately leading to distinctive consumption behaviors CB. The model aligns with contemporary media studies emphasizing the convergence of culture, communication, and commerce in digital societies. III. Methodology 3.1 Research Design This study adopts a quantitative correlational research design to examine the relationships among fandom participation, social identity, media influence, and consumer behavior. A cross-sectional survey method was employed, as it allows efficient data collection from a large population and statistical testing of hypothesized structural relationships Creswell & Creswell, 2018. The choice of quantitative design reflects the studyʼs aim to empirically validate theoretical constructs rather than explore interpretive meanings. Structural Equation Modeling SEM was selected as the analytical method because it enables simultaneous estimation of multiple dependent relationships and assessment of mediating effects Byrne, 2016. 3.2 Population and Sampling The target population comprised undergraduate students enrolled in universities across Jiangxi Province, China. This region was chosen for its representative demographic diversity and accessibility to online research. Using stratified random sampling, the study distributed 550 online questionnaires via Wenjuanxing Questionnaire Star) between March and April 2025. A total of 480 valid responses were obtained after removing incomplete or inconsistent entries, resulting in an effective response rate of 87.3%. Participants were aged between 18 and 25, with a gender distribution of 62% female and 38% male. Approximately 72% identified themselves as active members of fandom groups DOI: 10.5281/zenodo.17374791 Page | 41
(either idol fandoms or media-related fandoms). These demographics reflect the general composition of Chinaʼs university fan population Zhang, 2022. 3.3 Instruments and Measures A self-administered questionnaire was designed based on validated scales adapted from prior studies. All items were measured using a five-point Likert scale 1 = strongly disagree, 5 = strongly agree). Fandom Participation FP Adapted from Chen 2022, including items such as “I often engage in fan-related online activitiesˮ and “I contribute financially to support my idol.ˮ Social Identity SI Based on Mael and Ashforthʼs 1992 organizational identification scale, modified for fandom context (e.g., “I feel proud to be part of my fandom communityˮ). Media Influence MI Derived from McQuail 2010 and revised to measure perceived impact of social media (e.g., “Social media strongly influences my fandom-related decisionsˮ). Consumer Behavior CB Adapted from Wang 2021, covering purchase intention and spending patterns (e.g., “I often buy products endorsed by my idolˮ). Reliability and validity were ensured through a pilot study with 50 participants, yielding Cronbachʼs alpha values above 0.85 for all scales, indicating strong internal consistency. 3.4 Data Collection Procedure Data were collected anonymously via online surveys distributed through university student associations and fandom-related forums. Participants were informed about the purpose of the study, assured of confidentiality, and granted the right to withdraw at any time. Data collection complied with the General Data Protection Regulation GDPR principles and ethical guidelines. Institutional approval was obtained from the Ethics Committee of Jiangxi University, confirming that the research conformed to ethical standards for studies involving human participants. All procedures were performed in accordance with relevant guidelines and regulations. 3.5 Data Analysis Data analysis was conducted using SPSS 28.0 and AMOS 26.0. Descriptive statistics were computed to summarize demographic information. Confirmatory Factor Analysis CFA was used to assess construct validity and reliability. Structural Equation Modeling SEM was then applied to test the hypothesized relationships among variables. Model fit was evaluated using indices such as χ²/df, RMSEA, CFI, and TLI, with thresholds following Hu and Bentler 1999. Mediation effects were tested using the bootstrapping method with 5,000 resamples. 3.6 Ethical Statement and Data Availability The study protocol was reviewed and approved by the Ethical Review Committee of Jiangxi University. Participants provided informed consent before participation, and all methods were carried out in accordance with relevant guidelines and regulations. Data Availability Statement: The datasets generated and/or analyzed during the current study are available from the corresponding author on reasonable request. IV. Results and Discussion 4.1 Descriptive Statistics Descriptive analysis revealed that students exhibited a high level of engagement in fandom-related activities, with an average fandom participation score of 4.12 SD = 0.68 on a five-point scale. Social identity scored 4.05 SD = 0.71, indicating a strong sense of group belonging, while perceived media influence averaged 4.18 SD = 0.65. Consumer behavior DOI: 10.5281/zenodo.17374791 Page | 42
demonstrated an overall mean of 3.95 SD = 0.73, suggesting that most respondents actively engaged in idol-related purchases or support activities. Preliminary correlations indicated that fandom participation, social identity, and media influence were all significantly associated with consumer behavior (r values ranging from 0.52 to 0.68, p < 0.001, providing initial support for the hypothesized relationships. 4.2 Measurement Model Confirmatory Factor Analysis CFA results demonstrated satisfactory construct validity. All factor loadings exceeded 0.70, indicating that observed variables effectively represented their latent constructs. Model fit indices suggested an acceptable fit: χ²/df = 2.43, CFI = 0.951, TLI = 0.939, and RMSEA = 0.056. These values satisfied the recommended thresholds Hu & Bentler, 1999. Composite reliability CR ranged from 0.86 to 0.91, and Average Variance Extracted AVE values ranged from 0.61 to 0.74, confirming convergent validity. Discriminant validity was assessed by comparing the square root of AVE with inter-construct correlations, and all constructs met the required conditions, indicating distinctiveness among the four latent variables: fandom participation, social identity, media influence, and consumer behavior. 4.3 Structural Model and Hypothesis Testing The SEM structural model achieved good overall fit (χ²/df = 2.48, CFI = 0.948, RMSEA = 0.059. The hypothesized paths were tested as follows: H1 Fandom participation → Consumer behavior (β = 0.34, p < 0.001 H2 Fandom participation → Social identity (β = 0.62, p < 0.001 H3 Social identity → Consumer behavior (β = 0.28, p < 0.01 H4 Fandom participation → Media influence (β = 0.58, p < 0.001 H5 Media influence → Consumer behavior (β = 0.31, p < 0.01 The indirect effects of fandom participation on consumer behavior through social identity and media influence were significant, as verified by bootstrapping analysis 95% CI 0.18, 0.34, p < 0.001. Therefore, both mediators partially explain the relationship between fandom participation and consumer behavior. 4.4 Discussion The results strongly support the conceptual model proposed in this study. Fandom participation directly and indirectly influences university studentsʼ consumption patterns through psychological and media-related mechanisms. 4.4.1 The Role of Fandom Participation Consistent with prior studies Zhang, 2021; Liu, 2020, the findings confirm that active participation in fandom communities fosters emotional engagement that extends into consumption behavior. Fandom functions as a participatory space where consumption becomes an expression of loyalty and self-validation. The high regression coefficient between fandom participation and social identity (β = 0.62 highlights the centrality of belongingness in motivating fan-driven consumption. 4.4.2 Social Identity as Mediator The mediating effect of social identity underscores its psychological importance. When individuals strongly identify with a fandom group, they internalize collective consumption as a symbolic behavior that reinforces membership Bagozzi & Dholakia, 2006. This aligns with DOI: 10.5281/zenodo.17374791 Page | 43
Tajfel and Turnerʼs 1986 argument that identity-based commitment predicts behavior congruent with group norms. In the fandom context, collective spending is often rationalized as moral support or an act of solidarity Huang & Guo, 2020. The findings reveal that identity salience can override financial prudence, producing both positive (belongingness) and negative (overconsumption) outcomes. 4.4.3 Media Influence as Mediator The path from fandom participation to media influence (β = 0.58 and from media influence to consumer behavior (β = 0.31 suggests that digital platforms intensify fandom-driven consumption. Social media amplify fan discourse through algorithms that reward engagement, leading to emotional contagion and peer pressure. These results echo McQuailʼs 2010 theory that media act as both information sources and behavioral catalysts. The omnipresence of fan-generated content normalizes consumption as part of fan identity performance Chen, 2022. Interestingly, the study found that perceived media influence was slightly stronger among female participants, suggesting gendered differences in how fandom norms are internalized. This observation aligns with Park and Kimʼs 2020 findings that female fans often display higher emotional involvement and social interaction in online fandoms. 4.4.4 Integrated Interpretation When combined, social identity and media influence create a reinforcing cycle. Media exposure strengthens identification, which then motivates further engagement and spending—illustrating a co-directional feedback loop between cultural participation and consumer action. This dynamic reflects the hybrid nature of fandom in China, where collectivism and consumerism co-exist. The findings enrich existing literature by demonstrating that fandom consumption is not a purely economic act but a culturally embedded social practice. Fans interpret consumption as a means to contribute to the groupʼs symbolic success and to maintain emotional equilibrium within their social circles. 4.4.5 Practical Implications These results have significant implications for educators, policymakers, and media industries. For universities, it is essential to integrate consumer education into media literacy programs, helping students recognize marketing manipulation and cultivate rational spending habits. Policymakers should encourage responsible fandom practices through public campaigns that promote positive values such as charity-based fan projects instead of material competition. For media platforms and entertainment companies, ethical marketing standards should be reinforced to prevent exploitative commercialization of fan enthusiasm. 4.5 Theoretical Contributions This study extends social identity theory by illustrating how identity mechanisms operate within digital fandom contexts. It also broadens participatory culture theory, showing that fandom participation involves both expressive and consumptive dimensions. By combining these frameworks, the study advances an integrative understanding of fandom as a cultural economy of identity. Furthermore, the introduction of media influence as a mediating factor bridges communication and consumer psychology. The proposed co-directional model highlights the reciprocal relationship between media structures and fan agency, offering a nuanced view of how technology and culture co-produce consumption behavior. DOI: 10.5281/zenodo.17374791 Page | 44
V. Conclusion 5.1 Summary of Findings This research investigated the complex interplay between fandom participation, social identity, media influence, and consumer behavior among Chinese university students. Using a structural equation modeling approach, the study confirmed that fandom participation exerts both direct and indirect effects on consumption behavior. Social identity and media influence serve as key mediators that explain how emotional engagement and digital exposure translate into purchasing actions. The findings affirm that fandom culture is not merely a form of leisure but a socio-psychological structure that shapes values, relationships, and economic decisions. While fandom provides social belonging and self-expression, it also fosters collective consumption norms that can lead to financial stress or dependency. Understanding this duality is essential for guiding youth toward healthier cultural participation. 5.2 Theoretical and Practical Implications From a theoretical standpoint, the study offers an integrated framework that connects social identity, media influence, and consumer psychology within fandom research. It bridges cultural studies and behavioral science, demonstrating how emotional identification and mediated communication jointly shape economic outcomes. Practically, the findings suggest three actionable directions: For educators: Develop critical media literacy courses addressing fan-driven consumption. For policymakers: Encourage cultural governance mechanisms that balance commercial innovation with ethical responsibility. For industry stakeholders: Adopt socially sustainable marketing that respects fan autonomy and discourages exploitative practices. 5.3 Limitations and Future Research Despite its contributions, this study has several limitations. First, the cross-sectional design prevents causal inference; longitudinal studies could capture temporal dynamics in fandom behavior. Second, the sample is limited to Jiangxi Province, which may not fully represent Chinaʼs diverse fan demographics. Third, self-reported data may be subject to social desirability bias. Future research should employ mixed-method approaches, combining surveys with qualitative interviews or ethnographic observation to capture the emotional depth of fandom participation. Comparative studies across different cultural contexts could also illuminate how national values and media systems shape fandomʼs impact on youth consumption. 5.4 Conclusion Statement In conclusion, this study reveals that fandom culture profoundly shapes the consumer behavior of Chinese university students through intertwined processes of identity construction and media influence. It emphasizes the need to view fandom not merely as entertainment but as a cultural institution that both empowers and constrains youth in the digital age. As China continues to expand its cultural industries, balancing passion with rationality will remain a critical challenge for the next generation of consumers and citizens. References 1. Bagozzi, R. P., & Dholakia, U. M. 2006. Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 231, 4561. DOI: 10.5281/zenodo.17374791 Page | 45
2. Bergami, M., & Bagozzi, R. P. 2000. Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity. British Journal of Social Psychology, 394, 555577. 3. Byrne, B. M. 2016. Structural equation modeling with AMOS Basic concepts, applications, and programming 3rd ed.). Routledge. 4. Chen, Y. 2022. Digital fandom and participatory media in China. Asian Journal of Communication, 323, 234249. 5. Creswell, J. W., & Creswell, J. D. 2018. Research design: Qualitative, quantitative, and mixed methods approaches 5th ed.). Sage. 6. Escalas, J. E., & Bettman, J. R. 2005. Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 323, 378389. 7. Fiske, J. 1992. The cultural economy of fandom. In L. A. Lewis Ed., The adoring audience: Fan culture and popular media (pp. 3049. Routledge. 8. Hills, M. 2002. Fan cultures. Routledge. 9. Hu, L. T., & Bentler, P. M. 1999. Cutoff criteria for fit indexes in covariance structure analysis. Structural Equation Modeling, 61, 155. 10. Huang, M., & Guo, X. 2020. The group dynamics of fandom culture in China. Chinese Journal of Communication, 134, 415431. 11. Jenkins, H. 2009. Confronting the challenges of participatory culture: Media education for the 21st century. MIT Press. 12. Jenkins, H. 2012. Textual poachers: Television fans and participatory culture Updated ed.). Routledge. 13. Li, F. 2022. Organizational structures of Chinese fan groups. Communication & Society, 356, 91110. 14. Lin, J. 2021. Fandom, consumerism, and social identity among Chinese youth. Media Studies Review, 282, 142159. 15. Liu, Q. 2020. Emotional investment and identity construction in idol fandom. China Media Research, 161, 5668. 16. Mael, F., & Ashforth, B. E. 1992. Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 132, 103123. 17. McQuail, D. 2010. McQuailʼs mass communication theory 6th ed.). Sage. 18. Park, H. J., & Kim, S. 2020. Gendered consumption in K-pop fandoms: Social and emotional influences. Journal of Cultural Marketing, 83, 198210. 19. Reysen, S., & Branscombe, N. R. 2010. Fanship and fandom identification. Journal of Social Psychology, 1502, 140149. 20. Sun, L. 2023. Social media amplification and digital fandom engagement in China. New Media & Society, 255, 11541173. 21. Tajfel, H., & Turner, J. C. 1986. The social identity theory of intergroup behavior. In S. Worchel & W. Austin Eds., Psychology of intergroup relations (pp. 724. Nelson-Hall. 22. Wang, H. 2021. Consumption rituals and digital participation in Chinese fandom. Asian Social Science, 178, 92104. 23. Wang, X., & Li, Y. 2022. The sociocultural logic of Chinese fandom economy. International Journal of Cultural Studies, 253, 362378. 24. Yang, Y. 2020. Idols, media, and youth subculture in Chinaʼs fan economy. Global Media Journal, 181, 6680. 25. Zhang, L. 2020. Fandom participation and youth identity. Journal of Popular Culture, 534, 889906. 26. Zhang, L. 2021. Irrational consumption and collective enthusiasm in Chinese idol fandom. Youth Studies, 412, 2436. 27. Zhao, J., & Wang, M. 2021. Media dynamics of idol fandom in China. Communication & the Public, 61, 2543. DOI: 10.5281/zenodo.17374791 Page | 46
The regional scope of this study primarily focuses on the Ji'an and Ganzhou regions of Jiangxi Province, as the lantern dance traditions in these two areas possess the representativeness and typicality required for research. 3.Time Scope 3.1. In terms of research implementation, the entire project will begin field research, data collation, and analysis in December 2024. 3.2. In terms of the historical scope of the research content, this thesis focuses on the current state of inheritance of Jiangxi lantern dance over the past decade. III. Research Methodology To achieve this research objective, a combination of methodologies will be employed, including literature review, in-depth interviews, participant observation, and comparative research. The aim is to comprehensively and deeply reveal the key factors influencing the inheritance and development of Jiangxi lantern dance from both internal mechanisms and external environmental dimensions, thereby providing theoretical support for its practical protection and innovative development. 1. Literature Review Method: 1.1 Review historical documents, local annals, art history materials, news reports, academic papers, and other sources related to Jiangxi Lantern Dance to understand its origins, development process, lineage of transmission, performance forms, artistic characteristics, and other basic information, providing background knowledge for analysing internal factors. 1.2 Study existing general theories on the inheritance of intangible cultural heritage and local dance traditions to identify applicable analytical frameworks. 1.3 Examine materials related to social change, such as local socio-economic development reports, population migration data, and urban-rural structural changes, to analyse how these transformations have impacted the survival conditions and audience base of lantern dance. 1.4 Analyse changes in the cultural environment, such as shifts in popular entertainment, the proliferation of new media, and the development of cultural tourism, to explore how these factors have altered the dissemination channels and acceptance of lantern dance. 1.5 Systematically review national and local policy documents and planning guidelines related to intangible cultural heritage protection, cultural industry development, and artistic education, to analyse how policy directions support or hinder the transmission and dissemination of lantern dance. 2. In-depth interview method: 2.1 Select key figures within the inheritance system for semi-structured or unstructured interviews. 2.1.1 Understand the apprenticeship experiences of inheritors and senior artisans, the challenges and lessons learned during the inheritance process, their views on the current state of inheritance, and their attitudes toward the younger generation. 2.1.2 Understand the issues identified by educators and researchers within the system during teaching and research activities, resource allocation, and collaboration with inheritors. DOI: 10.5281/zenodo.17374791 Page | 53
3. Participatory observation method: 3.1 Conduct participatory observation at performances, teaching sessions, festivals, and other events related to Jiangxi lantern dance. 3.2 Observe the actual implementation of Jiangxi lantern dance inheritance activities and record the teaching methods of the inheritors. IV. Research Results 1. Description of the Data Analysis Process The data analysis process in this study strictly followed the qualitative research paradigm, aiming to deeply explore the complexity and multifaceted nature of the current state of inheritance of Jiangxi lantern dance. 1.1 Data Organisation and Transcription: First, approximately 50 hours of interview recordings, over 200 pages of observation notes, and a large amount of photo and video materials collected during the field investigation were systematically organised. With the consent of the interviewees, all interview recordings were transcribed into text and anonymised. Observation notes were categorised and archived by time, location, and event theme. 1.2 Preliminary Coding and Theme Identification: Using the grounded theory coding method, the research team first conducted ‘open codingʼ on the transcribed text and observation notes. During this phase, research members read the materials word for word, marking all concepts, events, perspectives, and feelings related to ‘inheritance,ʼ and assigning preliminary, scattered code labels such as ‘low interest among young people,ʼ ‘poor health of elderly artists,ʼ ‘limited performance opportunities,ʼ ‘not taught in schools,ʼ and ‘damaged lantern props.ʼ Through ongoing comparison, preliminary potential themes were identified, such as ‘heritage bearers' dilemmas,ʼ ‘changes in performance venues,ʼ ‘insufficient economic support,ʼ and ‘diminished community awareness.ʼ 1.3 Focused Coding and Category Construction: Based on open coding, ‘main axis codingʼ is conducted. The research team categorises and integrates the initial codes, identifies connections between them, and aggregates scattered codes into more focused categories around the core concepts of ‘obstacles to inheritanceʼ or ‘motivation for inheritance.ʼ 1.4 Selective Coding and Theoretical Construction: Finally, ‘selective codingʼ is conducted. The research revolves around the core category of ‘the interaction between internal and external factors in inheritance,ʼ linking the previously formed categories to construct a theoretical model explaining the challenges and some of the driving forces behind the inheritance of Jiangxi lantern dance. At the same time, compare and analyse historical documentary materials with field survey data to validate the reliability of the coding results and supplement the historical depth. 1.5 Triangulation: Throughout the analysis process, interview data, observation data, and documentary evidence are continuously compared. For example, inheritors complain about low income in interviews, observations reveal that performance opportunities are indeed scarce, and documentary evidence shows that related folk activities have decreased in recent years. These three sources mutually corroborate each other, enhancing the reliability of the analysis results. DOI: 10.5281/zenodo.17374791 Page | 54
2. Interpretation of Research Findings This study conducted an in-depth qualitative analysis of the current state of inheritance of Jiangxi Lantern Dance, constructing a theoretical model centred on the ‘interaction between internal and external factors of inheritance.ʼ This model systematically reveals the multiple challenges and potential drivers facing Jiangxi Lantern Dance today, providing a profound explanation of the complex mechanisms hindering its inheritance. The research findings are detailed as follows: The study identified the core challenges facing the inheritance of Jiangxi Lantern Dance, primarily manifested in a chain of crises across four key dimensions: inheritance subjects, performance venues, economic support, and social recognition. At the level of heritage bearers, there is a dual pressure of ‘ageing heritage bearersʼ and ‘difficulties in cultivating new heritage bearers.ʼ On the one hand, older artisans are advanced in age and in poor health, yet they face the dilemma of having no one to succeed them, putting the direct transmission of skills at risk. On the other hand, the younger generation has low interest in lantern dance, generally perceiving the learning process as ‘boringʼ and the skills themselves as ‘demanding,ʼ which collectively form significant barriers to cultivating successors. In terms of performance venues, the study identified a significant trend of ‘shrinking performance venues.ʼ With the impact of modern lifestyles, traditional festivals have decreased, leading to a sharp decline in performance opportunities. Additionally, the audience demographic is ageing, and venues are often limited, severely compressing the public spaces where lantern dance relies on for survival and display. The shrinkage of performance venues directly leads to the absence of economic support, i.e., ‘economic support deficiency.ʼ Performers face ‘meagre incomesʼ due to limited performance opportunities, endure ‘significant economic pressureʼ over the long term, and lack ‘stable supportʼ mechanisms, making it difficult to sustain inheritance activities and further exacerbating young people's reluctance to learn. Ultimately, these challenges collectively result in a ‘crisis of social recognition and identity.ʼ Within the community, there is a widespread lack of understanding, particularly among younger generations who are unaware of the cultural significance of lantern dance, often viewing it as an outdated tradition. This erosion of cultural identity fundamentally undermines the social foundation for the continued transmission of lantern dance. While highlighting these challenges, the study also identifies underlying drivers sustaining the continuity of Jiangxi lantern dance to the present day. These drivers primarily stem from cultural emotions within the community and initial policy attention from external sources. Despite numerous challenges, ‘cultural emotional connectionsʼ remain a crucial bond sustaining transmission. For many participants and community members, lantern dance is not merely a skill but an emotional vessel carrying collective memory, nostalgia, and identity. This deep emotional attachment constitutes the most stable internal driving force for transmission. Related to this is ‘community cohesion.ʼ Within specific villages or communities, lantern dance activities remain an important ritual for strengthening neighbourly relationships and maintaining community unity. This internally generated community strength can to some extent compensate for the lack of external support, providing an organisational foundation and emotional support for inheritance activities. Additionally, the study has observed positive signals of ‘initial policy attention.ʼ Although current support is limited, governments at all levels have begun to recognise the importance of intangible cultural heritage protection, and relevant supportive policies and protective measures are gradually being introduced, bringing new external hope and possibilities for the transmission of lantern dance. DOI: 10.5281/zenodo.17374791 Page | 55
Finally, the core theoretical contribution of this study lies in revealing the complex interplay between the aforementioned challenges and driving forces, thereby constructing a model of ‘the interaction between internal and external factors in the transmission of tradition.ʼ The current state of transmission of Jiangxi lantern dance is not determined by a single factor, but rather by the dynamic interplay of internal and external factors that are mutually intertwined and causally linked. For example, a typical negative cycle is as follows: the shrinking of performance venues (external factor) directly leads to the lack of economic security for performers (external factor). Economic pressure prevents inheritors from teaching their skills with peace of mind and reduces the appeal of lantern dance to young people, thereby exacerbating the difficulties in cultivating inheritors (internal factor) and the ageing of the inheriting population (internal factor). This ultimately further weakens its presence in society and deepens the crisis of social recognition and identity (external factor). However, the model also includes positive interactive pathways. For example, strong internal community cohesion (internal factor) can spontaneously organise activities to partially counteract the impact of the shrinking performance space; deep cultural emotional connections (internal factor) can motivate some artists to persist in inheritance without regard for personal gain, thereby mitigating the impact of the lack of economic security to some extent. If policy initiatives (external factors) are effectively implemented, they could break the negative cycle and provide critical support for the cultivation of inheritors and the expansion of performance venues. Through the triangulation of historical documents and field survey data, this interactive model not only explains the current challenges but also reveals their historical causes, providing a systematic and in-depth theoretical framework for understanding the complexity and multifaceted nature of the inheritance of Jiangxi lantern dance. V. Discussion The key findings of this study reveal the grim reality and potential vitality facing the inheritance of Jiangxi lantern dance. These findings align closely with the issues of ‘discontinuity in inheritorsʼ and ‘cultural ecological transformationʼ that are widely discussed in the field of intangible cultural heritage protection. Data analysis indicates that the vulnerability of the inheritors is the core issue among internal factors. Specifically, this manifests as elderly inheritors being advanced in age and experiencing declining physical capabilities, making it difficult for them to sustain high-intensity performances and teaching. Meanwhile, the younger generation generally lacks interest in traditional dance, with insufficient willingness and ability to learn, leading to a noticeable generational gap in the transmission of skills. Interview data shows that over 75% of the interviewed inheritors stated that ‘lack of successorsʼ is their greatest concern, with several elderly artists explicitly mentioning that ‘young people today prefer mobile phones and pop music and look down on these old things.ʼ This fragility in the transmission chain directly threatens the integrity and authenticity of lantern dance techniques, aligning with research findings both domestically and internationally that the living transmission of intangible cultural heritage relies on specific groups and communities. This underscores the extreme importance of protecting the transmission community in preserving cultural memory. At the same time, changes in the performance ecosystem as an external factor also pose significant challenges. With the transformation of rural social structures and the acceleration of urbanisation, the traditional performance venues for lantern dance, such as festivals and temple fairs, have significantly decreased. While commercial performance opportunities have increased, they often involve modifications to the performance forms, weakening their original cultural context and ritualistic significance. DOI: 10.5281/zenodo.17374791 Page | 56
Data shows that in the five main villages where lantern dance is practised, three villages have seen a reduction of more than 50% in traditional festival activities over the past five years, directly affecting the frequency of dance performances and their visibility to the public. However, the research also identified some positive signals, adding complexity to the discussion. Some data indicate that despite numerous challenges, lantern dance retains a strong cultural identity foundation in specific communities. For example, in community interviews, nearly 60% of residents stated, ‘Lantern dance is an old tradition of our village and should be protected,ʼ indicating that cultural emotional connections have not been completely severed. In addition, local governments have begun to pay attention to such local cultures in recent years, establishing interest classes or workshops in some township cultural stations and a few schools. Although the scale is limited, this represents the initial involvement of external support forces. The interplay of these internal and external factors has created a complex situation for the preservation of Jiangxi lantern dance, characterised by both challenges and glimmers of hope. This provides a concrete example of the survival status of intangible cultural heritage in the process of modernisation and suggests that protection strategies need to consider both the revitalisation of internal skills and the creation of an external environment. The research findings supported by these data not only validate existing theories but also provide an empirical foundation for further exploring adaptive strategies for local dances in contemporary society. Reference 1. Zhang, L. Q. 2021. Jiangxi intangible cultural heritage development report 2021 1st ed.). Nanchang: Jiangxi People's Publishing House. 2. Wang, Y. 2021. Investigation and research on the Hakka "Zigonglong" lantern art in Da'a Town, Xinfeng County Master's thesis, Gannan Normal University). CNKI. https://doi.org/10.27685/d.cnki.ggnsf.2021.000002 3. Xie, F. 2023. Study on the inheritance and development of Gannan She pendulum dragon from the perspective of cultural ecology Master's thesis, Jiangxi Normal University). CNKI. https://doi.org/10.27178/d.cnki.gjxsu.2023.000030 4. Liu, C. 2019. Chinese lantern culture and lantern culture industry. Kunming: Yunnan University Press. 5. Propaganda Department of Jiangxi Provincial Party Committee. 2021. Jiangxi cultural symbols series. Nanchang: Jiangxi Fine Arts Publishing House. DOI: 10.5281/zenodo.17374791 Page | 57
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