ABSTRACT Cyberbullying has emerged as a critical issue among young people, with platforms like Douyin enabling both positive social interactions and harmful online behaviors. This study explores Chinese undergraduate students’ perceptions, attitudes, and coping strategies regarding cyberbullying on Douyin, drawing on Social Cognitive Theory (SCT) and the Spiral of Silence Theory as theoretical frameworks. A mixed-methods approach was employed: a structured questionnaire was administered to 760 students from two universities using stratified random sampling, followed by in-depth interviews with selected participants. Findings reveal notable differences in the perceived severity of cyberbullying. Students from public universities demonstrated heightened sensitivity to appearance-based shaming, identity fraud, and physical threats, whereas their counterparts from private universities exhibited more varied and less consistent perceptions. Influencing factors included peer-group dynamics, social pressure, and media influence. Public university students showed more uniform attitudes, while private university students displayed greater diversity in views. In terms of coping strategies, public university students tended to adopt more proactive and structured approaches, while those from private universities employed fragmented and less cohesive responses. Notably, professional psychological support was underutilized in both groups. These results underscore the influence of educational background and social context in shaping students’ experiences and responses to cyberbullying. The study highlights the need for targeted interventions, including strengthened campus mental health services, enhanced content regulation on platforms like Douyin, and comprehensive digital literacy education. This research offers empirical evidence and theoretical insights to inform support mechanisms for victims and guide the development of effective prevention strategies within higher education settings.
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