Research on the Impact of College Students' Social Media Community Interaction on Offline Social Migration

Abstract

In the era of highly popularized social media, college students frequently interact through interest groups and campus life groups on platforms such as WeChat, QQ, Douyin, and Bilibili. The migration mechanism and influencing factors from online interaction to offline socialization are in urgent need of exploration. This study employed a questionnaire survey to investigate the characteristics of community interaction, offline migration willingness, and influencing factors of 243 college students. The results show that Bilibili, Douyin, and Weibo are the main interaction platforms, with the "campus life group" and "star fan group" having the highest participation rates. 36.21% of the students interact multiple times a day. Over half of the students are "very willing" to participate in offline migration, and 89.71% have had offline experiences. The main reasons are community-organized activities, expanding social networks, and high-frequency interaction trust. The main obstacles are time cost, satisfaction of online needs, and concerns about trust and security. 64.61% of the students believe that online interaction significantly promotes offline socialization, and 48.15% believe that emotional depth significantly affects the willingness to meet. The research indicates that high-frequency online interaction significantly promotes offline migration, and interest-oriented platforms and campus life-related communities have higher migration frequencies. It is suggested to optimize offline conversion by strengthening community organization and enhancing member trust.