Digital religion and Generation Z: An Empirical study in the context of China

Zhi Liu¹Arsalan Ghouri²Jing Wang^1*Changqing Lin¹

• ¹Putian University, Putian, China
• ²School of Business, London South Bank University, London, England, United Kingdom

This study explores how digital media, and its contents intersect with religious behavior among Chinese Generation Z. It is weaving a fascinating narrative about faith in the digital age. We extended the Theory of Planned Behavior (TPB) in this study. We integrate two new dimensions i.e. media content innovation and image appeal and empathic willingness. We examine how platforms like Weibo and TikTok shape digital religious behavior through media content innovation and empathetic willingness. These factors foster connection and a deeper sense of meaning in religion among young users. Our research investigates how these platforms' visual and interactive features influence the religious intentions and behaviors of 534 Chinese Generation Z participants. The results suggest that digital religious behavior is profoundly shaped by the vibrant, emotionally resonant content found on social media. Media content innovation and image appeal and empathic willingness emerge as pivotal elements within the TPB framework. These factors amplify emotional resonance and encourage active participation. These findings highlight the transformative power of social media in redefining modern religious practices. This study offers valuable insights for religious organizations, policymakers, and social platforms aiming to foster meaningful engagement and promote cultural understanding.