Abstract
INTRODUCTION: The present study examines the role of social network diversity in fostering cultural sustainability among Chinese social media users. METHODS: Utilizing a quantitative methodological approach, data was gathered from a sample of 1,200 active users across various Chinese social media platforms. Participants completed surveys assessing the diversity of their cultural interactions on these platforms, their levels of cultural empathy, cultural adaptability, and the sustainability of cultural practices. RESULTS: The findings indicate that greater diversity in social media interactions is significantly associated with higher levels of cultural empathy, which in turn enhances both cultural adaptability and sustainability. Furthermore, psychological flexibility was found to moderate these relationships, suggesting that individuals with higher flexibility are better able to leverage diverse interactions into sustainable cultural practices. DISCUSSION: These results emphasize the potential of social media as a tool for cultural preservation and adaptation in the face of globalization. Implications for policy makers and social media platforms center on fostering environments that support diverse cultural exchanges to enhance cultural sustainability. This research contributes to the understanding of how digital interactions can influence the long-term maintenance and adaptation of cultural heritage in a rapidly changing world.