Research on the Role Mechanism of Social Media on the Construction of Intangible Cultural Identity and Its Data-Driven Modeling

With the development of digital networks, the influence of social media has been growing. This paper constructs a model for exploring intangible cultural heritage (ICH) activities called CAMM. Through data preprocessing and sample training, it classifies cultural activity themes and establishes a cultural activity dataset. It calculates metrics such as degree centrality, triangle count, and eigenvector centrality for each activity in the dataset to measure node connectivity, thereby assessing the multifaceted impact of social media on public perception, attitudes, and behaviors toward ICH. The study shows that the out-degree and in-degree centrality ranges for the three categories of cultural activity themes are between 17.16% and 35.05%. The data reliability and validity tests exceed the benchmark of 0.85 and the AVE value of 0.90, respectively, meeting the requirements. The mechanism model is: -0.690 + 0.675 × product interaction + 0.679 × interpersonal interaction + 0.634 × service interaction + 0.657 × educational value + 0.642 × emotional value + 0.681 × social value.