ISSN: 2222-6990
Open access
With the rapid development of digital media, short videos have become an important platform for emotional expression, gradually influencing users’ marital attitudes. In recent years, phenomena of ‘fear of marriage’, ‘late marriage’, and ‘non-marriage’ have frequently appeared on short video platforms, gradually attracting public attention. Against this background, this study explores the influence of short videos on Chinese women’s marital expectations. This paper employs a systematic literature review methodology to examine research on the relationship between short videos and attitudes towards marriage. Studies published between 2018 and 2025 were systematically screened and analysed. A total of 37 studies, including 30 English-language and 7 Chinese-language publications, were included in the review. The findings suggest that short videos influence marital attitudes through content exposure, cognitive processing, emotional responses, and relationship evaluations. On the one hand, negative marital narratives in short videos may heighten women’s concerns regarding the risks associated with marriage. On the other hand, idealised romantic content may reinforce expectations of marriage and intimate relationships. However, existing research pays limited attention to generational differences. Overall, this review provides a systematic understanding of how short videos shape women’s marital expectations and offers directions for future research.
Abubakar, I. Y., Kareem, R. A., Arikewuyo, A. O., Mustapha, M. L., & Adekeye, J. E. (2020). Influence of romantic films on unrealistic marriage expectations among undergraduates in selected universities in Kwara State. *Social & Digital Media Discourse, 1*(1), 54–64.
Arikewuyo, A. O., Efe-Özad, B., Dambo, T. H., Abdulbaqi, S. S., & Arikewuyo, H. O. (2020). An examination of how multiple use of social media platforms influence romantic relationships. *Psychology & Marketing*. Advance online publication. https://doi.org/10.1002/pa.2240
Cao, L. (2025). Viewing the ‘invisible women’: A qualitative study on the empowerment effect of Chinese rural women in the context of short video platforms. Acta Psychologica, 254, 104864. https://doi.org/10.1016/j.actpsy.2025.104864
Chen, X., & Liu, Y. (2023). Influencing factors of young people’s short video switching behaviour based on grounded theory. The Electronic Library, 41(2-3), 169-185.https://doi.org/10.1108/EL-09-2022-0207
Chen, Z., Liu, P., Piao, J., Xu, F., & Li, Y. (2024). Shorter is different: Characterizing the dynamics of short-form video platforms. arXiv. https://doi.org/10.48550/arXiv.2410.16058
Cheng, X., Su, X., Yang, B., Zarifis, A., & Mou, J. (2023). Understanding users’ negative emotions and continuous usage intention in short video platforms. Electronic Commerce Research and Applications, 58, 101244. https://doi.org/10.1016/j.elerap.2023.101244
Cherukut, P., Nkalubo, H., & Ifelebuegu, A. O. (2025). TikTok's influence on marriage and relationship attitudes among young adults in urban Kampala. Feedback International Journal of Communication, 2(3), 227–237. https://doi.org/10.62569/fijc.v2i3.209
China Internet Network Information Center (CNNIC). (2026). The 57th statistical report on the development of the Internet in China. https://www.cnnic.net.cn/
China Netcasting Services Association. (2019). 2019 China online audiovisual development research report. China Netcasting Services Association. https://www.cac.gov.cn/2019-05/28/c_1124552171.htm
Da? Tüzmen, H., Duran, B., & Döner, ?. ?. (2023). The effect of social media addiction on marriage role expectations. Hem?irelikte Ara?t?rma Geli?tirme Dergisi (Journal of Research and Development in Nursing), 25(3), 44–55. https://doi.org/10.69487/hemarge.1306713
Deng, J., Wang, M., Mu, W., Li, S., Zhu, N., Luo, X., Yi, L., Wu, Y., Wang, K., & Zhou, M. (2024). The relationship between addictive use of short-video platforms and marital satisfaction in older Chinese couples: An asymmetrical dyadic process. Behavioral Sciences, 14(5), 364. https://doi.org/10.3390/bs14050364
Ding, J., Hu, Z., Zuo, Y., & Xu, Y. (2024). The relationships between short video addiction, subjective well-being, social support, personality, and core self-evaluation: A latent profile analysis. BMC Public Health, 24, 3459. https://doi.org/10.1186/s12889-024-20994-9
Duan, D., Zhong, W., Ran, S., Ye, L., & Zhang, Q. (2023). A standardized database of Chinese emotional short videos based on age and gender differences. PloS One, 18(3), e0283573. https://doi.org/10.1371/journal.pone.0283573
Dunn, M. S. (1960). Marriage role expectations of adolescents. Marriage and Family Living, 99–111.
Fallahchai, R., Fallahi, M., & Badiee, M. (2021). Intent, attitudes, expectations, and purposes of marriage in Iran: A mixed methods study. Current Psychology, 40(11), 5301–5311. https://doi.org/10.1007/s12144-019-00477-6
Ge, Q. (2022). Analysis of the current situation and development strategies of emotional short videos. Western Broadcasting Television, (18), 166–168.
Hao, H. (2023). Emotional communication construction of family emotional short videos from the perspective of interaction ritual chains. New Media Research, (19), 74–77. https://doi.org/10.16604/j.cnki.issn2096-0360.2023.19.014
Han, R., Ali, M. N. S., & Mohamad Salleh, M. A. (2024). Media consequences of marriage reality shows: Long-term effects on audience knowledge, attitudes and behaviors. Review of Communication Research, 12, 152–168. https://doi.org/10.52152/RCR.V12.10
Hou, M. (2022). Beauty influencers on the short video platform Kwai: The postfeminist media culture in rural China. In I. Lupa-Wójcik & M. Czy?ewska (Eds.), Proceedings of the 9th European Conference on Social Media (pp. 64–72). Academic Conferences International Limited.
Jabali, O., Hamamra, B., & Mahamid, F. (2024). Modern relationships and social media: Exploring the digital dynamics of husband–wife interactions. Humanities and Social Sciences Communications, 11(1), 1727. https://doi.org/10.1057/s41599-024-04289-3
Jerin, S. I., O’Donnell, N., & Mu, D. (2024). Mental health messages on TikTok: Analysing the use of emotional appeals in health-related #EduTok videos. Health Education Journal, 83(4). https://doi.org/10.1177/00178969241235528
Karim, S. H. T. (2024). Kurdish social media sentiment corpus: Misyar marriage perspectives. Data in Brief, 55, 110989. https://doi.org/10.1016/j.dib.2024.110989
Keldal, G., & K?l?ç, N. (2021). Investigating the associations between social media addiction, marital beliefs, and attitudes toward cohabitation during emerging adulthood. The American Journal of Family Therapy, 50(2), 170–186. https://doi.org/10.1080/01494929.2021.1919813
Langlais, M. R., Boudreau, C., & Asad, L. (2024). TikTok and romantic relationships: A qualitative descriptive analysis. The American Journal of Qualitative Research, 8(3), 95–112. https://doi.org/10.29333/ajqr/14896
Lei, Y., Meng, X., Huang, X., Li, J., Jiang, Y., Yu, Y., & Literat, I. (2024). Short videos, big impact: How Chinese youth perceive and engage with news on short video platforms. Global Media and China, 0(0), 1–16. https://doi.org/10.1177/20594364241298055
Li, C., & Wang, Y. (2024). Short-form video applications usage and functionally dependent adults’ depressive symptoms: A cross-sectional study based on a national survey. Risk Management and Healthcare Policy, 17, 3099–3111. https://doi.org/10.2147/RMHP.S491498
Li, L., & An, H. (2025). Research on the influencing factors of user engagement in tourism short video from the perspective of configuration. PLOS ONE, 20(12), e0337406. https://doi.org/10.1371/journal.pone.0337406
Li, X. (2023). Research on Intelligent English Education Based on the Short Video Recommendation Algorithm. Computational Intelligence and Neuroscience, 2023(1). https://doi.org/10.1155/2023/2317589
Liu, B. (2023). Research on the influence of Douyin’s short video on love on contemporary Chinese female college students’ concept of marriage and love. In Proceedings of the International Conference on Social Psychology and Humanity Studies (Vol. 5, No. 1, pp. 230–237). https://doi.org/10.54254/2753-7064/5/20230232
Liu, Y., & Liu, W. (2024). Research on the influence of emotional short videos on young users’ views of love. All Media Exploration, (11), 127–129.
Ma, Q. (2025). Chinese idealised new femininity in digital age: The analysis of micro-celebrity digital representation and feminine identity construction of Chinese young women in digital engagement (Doctoral dissertation, University of Liverpool).
Ma, S., Long, P., & Sun, T. (2023). Digitalisation background and the development trend of emotional short videos. China Newspaper Industry, (1), 138–139. https://doi.org/10.13854/j.cnki.cni.2023.02.043
Mei, G., & Hu, J. (2023). Research on the influence of TikTok emotional short videos on college students’ views on love. West China Broadcasting TV, (23), 93–95.
Molem, A., Makri, S., & McKay, D. (2024). Keepin’ it reel: Investigating how short videos on TikTok and Instagram Reels influence view change. In Proceedings of the 2024 Conference on Human Information Interaction and Retrieval (pp. 317–327). https://doi.org/10.1145/3627508.3638341
Narayan, A. (2021). The influence of media on marital expectations of young unmarried females (Master’s dissertation, Loyola College of Social Sciences).
Nabilah, O., Praptiningsih, N. A., Hermansah, T., Fanshoby, M., & Hayat, H. (2024). Young generation perceptions of marriage: Analyzing the #MarryIsScary hashtag on TikTok. Communicare: Journal of Communication Studies, 11(2), 168–176. https://doi.org/10.37535/101011220244
Ottakkam Thodukayil, F. S., Palaniswamy, U., & Kunjumon, A. (2025). The causes of divorce and its effects on women: A systematic review. Marriage & Family Review. Advance online publication. https://doi.org/10.1080/01494929.2025.2484781
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., et al. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Putri, H. (2025). Marriage is scary trend: Narratives of fear of marriage for women. Glocal Society Journal, 2(1), 11–24. https://doi.org/10.31947/gs.v2i1.45155
Rasheed, A., Amr, A., & Fahad, N. (2021). Investigating the relationship between emotional divorce, marital expectations, and self-efficacy among wives in Saudi Arabia. Journal of Divorce & Remarriage, 62(1), 19–40. https://doi.org/10.1080/10502556.2020.1833290
Rosli, F. S., Zahari, N. N., Faizolakhman, N. I., & Rosidi, M. H. (2025). The influence of social media on marital conflict: An analytical study through the lens of Maqasid Al-Shariah in preserving family stability and dignity. International Journal of Research and Innovation in Social Science, 9(7), 598–608. https://doi.org/10.47772/IJRISS.2025.90700049
Sabatelli, R. M. (1984). The marital comparison level index: A measure for assessing outcomes relative to expectations. Journal of Marriage and the Family, 651–662.
Sabatelli, R. M., & Pearce, J. (1986). Exploring marital expectations. Journal of Social and Personal Relationships, 307–321.
Sani’atin, A., & Susan, V. S. (2025). When content becomes conflict: The influence of TikTok on couple interaction from a family psychology perspective. Bahaudin International Journal of Science and Technology, 1(4), 235–242.
Sari, D. A., & Musyafaah, N. L. (2025). “Marriage is scary” on TikTok: Maq??id al-Shar?'ah's analysis of the fear of marriage in the digital era. Ma’mal: Jurnal Laboratorium Syariah Dan Hukum, 6(2), 132–164. https://doi.org/10.15642/mal.v7i2.466
Sihombing, W., & Tambunan, S. M. G. (2023). Representation of married young women in “A day in my life”: Affirmation and negotiation of the construction of femininity in TikTok. Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya, 12(1), 53–81. https://doi.org/10.33558/makna.v12i1.5761
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Van Bavel, J. J., Robertson, C. E., Del Rosario, K., Rasmussen, J., & Rathje, S. (2024). Social media and morality. Annual review of psychology, 75(1), 311-340.https://doi.org/10.1146/annurev-psych-022123
Wang, W., Wang, M., Hu, Q., Wang, P., Lei, L., & Jiang, S. (2020). Upward social comparison on mobile social media and depression: The mediating role of envy and the moderating role of marital quality. Journal of Affective Disorders, 270, 143–149. https://doi.org/10.1016/j.jad.2020.03.173
Xu, M., Zhang, Y., & Zhan, N. (2025). Evolving gender roles and intergenerational connections: The role of short videos in shaping gender perceptions among rural Chinese women. Feminist Media Studies, 1–17. https://doi.org/10.1080/14680777.2025.2512227
Xu, X., & Shen, Y. (2021). Emotional narratives and consumer differentiation in emotional short-video scenes. China Television, (6), 72–76.
Xu, Z., Liu, Y., Ma, Z., Wen, S., Chen, H., Huang, J., Li, L., Lin, K., & He, J. (2026). A cross-sectional analysis of the quality and reliability of Wilson disease videos on Bilibili, Douyin, and Kuaishou. Scientific Reports. Advance online publication. https://doi.org/10.1038/s41598-026-47222-1
Xie, Q. (2024). The impact of short video platforms on college students’ views on marriage and love. In Addressing global challenges: Exploring socio-cultural dynamics and sustainable solutions in a changing world (pp. 566–572). Routledge. https://doi.org/10.1201/9781032676043-78
Ye, Z., & Huang, Q. (2022). Counselling marriage and love through live-streaming in China: Douyin, relationship counsellor and the affective public. In Identities and intimacies on social media (pp. 49–65). Routledge.
Yin, H. (2024). From virality to engagement: Examining the transformative impact of social media, short video platforms, and live streaming on information dissemination and audience behavior in the digital age. Advances in Social Behavior Research, 14, 10–14. https://doi.org/10.54254/2753-7102/2024.18644
Zhao, M., Qi, Y., & Liao, K. (2024). The intergenerational transmission of educational assortative marriage and its impact on marital quality. Population and Society. Advance online publication. https://link.cnki.net/urlid/32.1851.C.20240909.1039.010
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Keep scrolling: An investigation of short video users’ continuous watching behavior. Information & Management, 61(6), 104014. https://doi.org/10.1016/j.im.2024.104014
Zhou, D., Xu, Y., & He, Q. (2023). New media use and mental health of married women: Mediating effects of marital quality. Healthcare, 11(21), 2909. https://doi.org/10.3390/healthcare11212909
Zhou, M., & Zhao, X. (2024). In the era of declining population: The impact of online baby video clips on the fertility expectations of Chinese childless youth. International Communication of Chinese Culture, 11(2), 155–177. https://doi.org/10.1007/s40636-024-00288-w
Yu, J., Zainudin, S. S. S., & Jalis, F. M. M. (2026). The Influence of Short Video Usage and Marital Expectations among Chinese Women: A Systematic Literature Review. International Journal of Academic Research in Business and Social Sciences, 16(5), 407–424.
Copyright: © 2026 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode