Abstract
This study aims to investigate the influence of content characteristics of Red Story online videos on national identity among university students. Through the recruitment of university students as participants, a comprehensive dataset comprising 320 responses was garnered via a questionnaire survey, of which 295 responses were deemed valid for robust analysis. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) and using Smart PLS 4.0 software, the study meticulously scrutinized the impact of various content attributes, including source expertise, source trustworthiness, visual aesthetics, narrative, and argument quality, on national identity. The findings reveal that while source trustworthiness, visual aesthetics, and argument quality have significant positive influence on national identity among university students, source expertise and narrative do not have significant influence. The findings of this study can contribute to the literature on national identity and provide new insights. Additionally, they can serve as a reference for the creation and dissemination of Red Story online videos.
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