Configuring factors for effective dissemination of intangible cultural heritage on Douyin: an fsQCA approach

Preserving intangible cultural heritage (ICH) is a critical issue for governments worldwide, with China leading efforts by establishing provincial ICH protection centres that increasingly use digital platforms such as Douyin for cultural dissemination. Despite Douyin s potential to amplify ICH visibility, the effectiveness of official accounts in engaging users remains inconsistent. This study applies fuzzy-set qualitative comparative analysis (fsQCA) to identify the configurations of platform traits, content characteristics, and user engagement that drive communication effectiveness on Douyin. By analyzing 17 provincial ICH accounts, we demonstrate that content-related factors, such as the proportion of works with over 5,000 likes, are essential for successful dissemination. Other factors, including profile description length, update frequency, and portrait content proportion, influence effectiveness in specific configurations. These findings challenge conventional isolated-factor analysis and highlight the complexity of social media communication. This study advances theoretical understanding of digital heritage communication and provides actionable strategies for optimizing Douyin accounts to enhance user engagement and support cultural heritage preservation efforts.