The Impact of Sources Credibility on Chinese Audience’s Self-Esteem and Social Media Uses on Ted Talks -- A Case Study of Kai-Fu Lee's "How AI Can Save Our Humanity"

Abstract

This study investigated the influence of source credibility of TED Talk speakers on the self-esteem and social media uses of Chinese audiences. Utilizing a quantitative research approach, the study examined the perceptions of 203 participants within the age group of 16-30 years old Chinese audiences who are regular viewers of TED Talks, particularly analyzing the case of Kai-Fu Lee's presentation on "How AI Can Save Our Humanity." The sample was selected using purposive sampling and convenience sampling. The mean and standard deviation were tabulated and the hypotheses were tested using Stepwise Regression with the statistical significance of 0.05. Findings are as follows: The findings revealed that source credibility did not significantly affect self-esteem, but their self-esteem was a significant negative predictor of social media use for integration and emotional connection, as well as integration into social routines. The findings suggested that individuals with higher self-esteem tend to use social media, including TED Talks, significantly lesser than individuals with lower self-esteem. Secondly, the result found that self-esteem is a significant predictor of social media use among Chinese TED Talk viewers. The implications of this research are manifold, offering insights for TED Talk producers to better tailor their content for diverse demographic groups and for social media platforms to enhance viewer engagement. Additionally, the study suggested that individuals with higher self-esteem may not rely as heavily on social media for social validation, whereas those with lower self-esteem may seek more external affirmation through social media platforms. The research contributes to the body of knowledge by highlighting the complex relationship between media source credibility, self-esteem, and audience‘s social media uses, particularly within the context of TED Talks viewed by Chinese audiences.