IMPACT OF CULTURAL AUTHENTICITY AND AUDIENCE ENGAGEMENT ON GLOBAL APPRECIATION OF YIYANG TUNE: THE MEDIATING ROLE OF EMOTIONAL RESONANCE AND THE MODERATING ROLE OF INTERCULTURAL SENSITIVITY

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Published: 2025-12-12
DOI: https://doi.org/10.46281/bjmsr.v11.i1.2766
Keywords:
Yiyang Tune, Cultural Authenticity, Audience Engagement, Emotional Resonance

Main Article Content

Chen Yang
PhD candidate, School of Creative Industry Management and Performing Arts, Universiti Utara Malaysia, 06100, Sintok, Kedah, Malaysia; and College of Art, Jiujiang Vocational University, Jiujiang, Jiangxi 332000, China
https://orcid.org/0000-0003-4909-9737
Mohamad Fitri Bin Mohamad Haris
Senior Lecturer, School of Creative Industry Management and Performing Arts, Universiti Utara Malaysia, 06100, Sintok, Kedah, Malaysia
https://orcid.org/0000-0002-6041-3574

Abstract

Traditional Chinese performing arts, such as the Yiyang tune, face increasing difficulty maintaining global relevance as cultural experiences move into digital and intercultural environments. Although authenticity and online participation are widely discussed, empirical research explaining how these factors shape emotional and appreciative responses among international audiences remains limited. This study addresses this gap by examining how the cultural authenticity of Yiyang tune presentations and digital audience engagement influence emotional resonance and international appreciation of the Yiyang tune. The study uses primary survey data collected from 290 international students in China via convenience sampling, and the data were analyzed with Smart PLS 4 to evaluate reliability, validity, direct relationships, mediating effects, and moderating effects using a structural equation modeling approach. Results indicate that cultural authenticity significantly predicts emotional resonance (p = 0.001) and international appreciation (p = 0.009). Digital audience engagement also shows significant positive effects on emotional resonance (p = 0.000) and international appreciation (p = 0.004). Emotional resonance further predicts appreciation (p = 0.006). Mediation analysis shows that emotional resonance mediates the effects of authenticity (p = 0.038) and digital engagement (p = 0.016) on appreciation. Intercultural sensitivity significantly moderates the relationships between authenticity and emotional resonance (p = 0.009), digital engagement and emotional resonance (p = 0.019), and emotional resonance and appreciation (p = 0.000). These findings show that emotional resonance acts as a central mechanism linking cultural authenticity and digital engagement to international appreciation, while intercultural sensitivity strengthens these relational pathways.


JEL Classification Codes: C12, C20, C31.

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Vol. 11 No. 1 (2026): Continuous Publication

Section

Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
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This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Chen Yang , PhD candidate, School of Creative Industry Management and Performing Arts, Universiti Utara Malaysia, 06100, Sintok, Kedah, Malaysia; and College of Art, Jiujiang Vocational University, Jiujiang, Jiangxi 332000, China

Yang Chen is a teacher in the Music Department of the Art College of Jiujiang Vocational University, with 16 years of experience in music teaching and research. She graduated from Jiangxi Normal University with a degree in Musicology and subsequently obtained a Master's degree in Computer Music from Wuhan University. Currently, she is pursuing a doctoral degree at the School of Creative Industries Management and Performing Arts, Universiti Utara Malaysia. For many years, she has been deeply involved in music education, organizing students to participate in various provincial, municipal, and national vocal, choral, and instrumental competitions, winning numerous first and second prizes. In her spare time, she actively participates in social and cultural activities, frequently being invited to showcase her teaching achievements at various arts festivals, charity performances, and cultural exchange events. She is committed to combining professional knowledge with social needs, promoting innovation and dissemination in music education.

Mohamad Fitri Bin Mohamad Haris , Senior Lecturer, School of Creative Industry Management and Performing Arts, Universiti Utara Malaysia, 06100, Sintok, Kedah, Malaysia

Dr. Mohamad Fitri bin Mohamad Haris  has over 16 years of experience in the education field and 22 years in the Malaysian music and creative industries. He is a Senior Lecturer at the School of Creative Industry Management and Performing Arts (SCIMPA) at Universiti Utara Malaysia (UUM). Entrusted with a significant research grant by the Ministry of Communication and Multimedia Malaysia, Dr. Fitri Haris conducted a comprehensive study on Islamic music and nasyeed, addressing key gaps in the field. He produced a series of educational videos as part of this initiative, further showcasing his commitment to delivering high-quality work on time.Since 2007, Dr. Fitri Haris has conducted hundreds of motivational, educational, and sharing sessions in Malaysia and overseas. As a speaker, he has addressed students, professionals from various organisations, and the public on a range of topics, including Islamic Popular Music, at the international level. Dr. Fitri Haris is recognised for his responsibility, commitment, and trustworthiness in all his professional endeavours.

How to Cite

Yang , C. ., & Haris , M. F. B. M. . (2025). IMPACT OF CULTURAL AUTHENTICITY AND AUDIENCE ENGAGEMENT ON GLOBAL APPRECIATION OF YIYANG TUNE: THE MEDIATING ROLE OF EMOTIONAL RESONANCE AND THE MODERATING ROLE OF INTERCULTURAL SENSITIVITY. Bangladesh Journal of Multidisciplinary Scientific Research, 11(1), 102-115. https://doi.org/10.46281/bjmsr.v11.i1.2766
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