Title: The impact of business processes in new media enterprises on youth university students' social identity: an empirical study

Authors: Tianjing Gao; Xiaomin Hu; Saikal Zhunushova; Cholpon Saadanbekova; Peng Peng Xie

Addresses: Department of Philosophy, Theory and History of Culture, Kyrgyz National University named after Jusup Balasagyn, Bishkek, 720033, Kyrgyz Republic; School of Marxism, Taizhou College, Nanjing Normal University, Taizhou, 225300, China ' Department of Philosophy, Theory and History of Culture, Kyrgyz National University named after Jusup Balasagyn, Bishkek, 720033, Kyrgyz Republic; Guangdong Maoming Agriculture and Forestry Technical College, Maoming, 525000, China ' Department of Sociology and Social Work, Kyrgyz National University named after Jusup Balasagyn, Bishkek, 720033, Kyrgyz Republic ' Department of Philosophy, Theory and History of Culture, Kyrgyz National University named after Jusup Balasagyn, Bishkek, 720033, Kyrgyz Republic ' School of Humanities and Media, Taizhou College, Nanjing Normal University, Taizhou, 225300, China

Abstract: This study investigates how new media enterprises' full-link business processes – content planning and production, intelligent algorithm distribution, interactive feedback, content iteration – influence Chinese college students' social identity, including identity recognition, cultural recognition, political recognition and value recognition. Using survey data from 2,771 participants, it tests 15 hypotheses via descriptive statistics, correlation, regression and ANOVA. Results show dimensional specificity: high-quality content and precise algorithms boost social hotspot engagement's positive effect on identity recognition, while topic participation risks cultural and value recognition. Media use quality outweighs quantity, with gender and family residence moderating the relationship. The research enriches new media business process integration studies and offers empirical support for media ecology optimisation and youth identity cultivation.

Keywords: new media business processes; business process integration; youth; social identity; media usage behaviour.

DOI: 10.1504/IJBPIM.2026.155163

International Journal of Business Process Integration and Management, 2026 Vol.13 No.2, pp.127 - 141

Received: 13 Jan 2026
Accepted: 14 Feb 2026
Published online: 28 Jul 2026 *

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