The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing
نویسنده
چکیده
This paper identifies the factors necessary for the sustainable performance of two Chinese web marketing companies. The companies are Alibaba and its twin, Taobao. This research is based on the structural equation model (SEM). The paper analyzes the core governance factors of Chinese trust (Guanxi) from outperforming web marketing mix strategies to determine if Guanxi can be applied to other web community marketing strategies. The empirical tests, in general, show the web marketing mix is important to create values in China. Three other web marketing strategies—communication, content, and commerce incorporate Guanxi with full mediation effects. Some implications concerning trust enhancement by the Chinese government and web companies are suggested.
منابع مشابه
Relationship between the Rule of Law, Good Governance, and Sustainable Development
This paper reviews the relationship between the rule of law, good governance, and sustainable development as those terms are used by the relevant development organizations; describes the efforts made by various organizations to promote the rule of law and good governance; and addresses the need to strengthen compliance and enforcement for sustainable development. A recent movement, which has re...
متن کاملتحلیل نقش حکمروایی خوب شهری بر درآمدهای پایدار گردشگری (مورد مطالعه: شهر مسجدسلیمان)
Various strategies have been proposed to promote sustainable incomes through good urban governance. One of the good strategies for good urban governance is the development of sustainable tourism in order to achieve sustainable urban incomes. Tourism as the second industry plays an important role in the cycle of economic activity, employment development, currency and tax revenue, and compensatio...
متن کاملThe role of government decisions on regional development with the approach spatial planning and sustainable development
Power as an institution, governance as structure and spatial organization is considered as an organizational tool in the service of the goals and aspirations of the institutions of power and governance structure. In this framework the spatial organization and geographic environment is a result of social organization (social, economic, political), and its natural and ecological system. Human aut...
متن کاملSociological Impact of Using Digital (Web-based) Analyses on Performance Measurement and Optimization of Digital Marketing among Young Managers (Case study: Digital-based Companies in Tehran)
This research aims to study the effect of using digital (web-based) analyses in performance measurement and optimization of digital marketing in digital-based companies in Tehran. The data collection tool was a researcher-made questionnaire. A panel of experts and supervisor were asked to measure the validity of the questionnaire. For reliability analysis of this tool, Cronbach’s alpha test was...
متن کاملExplaining the effective factors in sustainable urban development management, with emphasis on flourishing cities around metropolises (Case study: Lavasan city)
This study examines the criteria for sustainable urban development management in thriving cities around metropolises. Based on the content analysis method in examining the theories in this field, a special conceptual model has been developed that presents the role of various indicators affecting the management of sustainable urban development in thriving cities. Also, based on the case study me...
متن کامل