02622nas a2200337   4500000000100000000000100001008004100002653001000043653001200053653001400065653002500079653002600104653001700130653001100147653001000158653001600168653003200184653001300216653000900229653001600238653001300254653001100267653001800278653001700296653001900313100001500332245009400347856015200441490000700593520168400600                                       d10aadult10aarticle10aAwareness10aconceptual framework10acultural anthropology10ademographics10aFemale10ahuman10aInheritance10ainterpersonal communication10aLearning10amale10aMiddle Aged10anonhuman10apraise10aquestionnaire10aSocial media10avideorecording1 aHuimin Cao00aExploring the promotion of musical intangible cultural heritage under TikTok short videos  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-105009541955&doi=10.1038%2fs41598-025-09723-3&partnerID=40&md5=9d1a474a2a8f3add09f0c71bd6cec71c0 v153 aThis work aims to delve into digital promotion strategies of the musical intangible cultural heritage on the TikTok short video platform and their impact. A comprehensive theoretical framework for questionnaire analysis is constructed by drawing on theories such as Digital Communication Theory, Uses and Gratifications Theory, Lasswell’s Five Factors Communication Theory, and Stimulus Organism Response theory. Subsequently, a questionnaire survey is conducted on participants’ perceptions of digital platforms, evaluations of promotional methods, and the role of digital communication in learning and engagement. This aims to gain insights into their awareness of musical intangible cultural heritage and their perspectives on digital communication. Finally, the data from the questionnaire are organized and analyzed. The findings suggest that users generally have a positive overall evaluation of digital promotion channels. They particularly praise user engagement and utilization of TikTok special effects and sound. In addition, respondents demonstrate a widespread awareness of musical intangible cultural heritage content on digital platforms, with the majority indicating “very familiar” and “relatively familiar”. Regarding promotional effectiveness, digital communication significantly contributes to increased attention, awareness, dissemination effects, expanding audience demographics, and enhancing engagement. This work provides empirical support for the promotion of musical intangible cultural heritage on digital platforms, and emphasizes the crucial role of digital communication in the inheritance and promotion of intangible cultural heritage.