*Lyu Jiaqi, Normaliza Abd. Rahim & Roslina Abdul Latif

Abstract:

In the field of cultural communication, new media has become increasingly prominent due to numerous beneficial characteristics such as high efficiency, simplicity, wide reach, and interactivity. It is well suited for the fast-paced nature of the contemporary society and caters to people’s needs, especially in the aftermath of the COVID-19 pandemic in 2020-2021. The pandemic caused significant disruptions in people’s lives, making it difficult for individuals requiring medical assistance and life support to receive timely help. In this regard, new media public service platforms, such as TikTok public service videos, Sina Weibo public service topics, Waterdrop, and WeChat, provided new avenues for seeking help and supporting others. This study investigates the impact of new media public service communication on the common good and corresponding public behaviour amongst Chinese university students. Descriptive statistics and common method bias were conducted using SPSS, while reliability and structural equation models were tested using SmartPLS.

Keywords: User needs, usage, ccommunication effects, new media public service, China