Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)

<Previous Article In Volume
Next Article In Volume>

A Study on the Impact of Cross-Border Marketing on Potential Users’ Purchase Intention - Mediating Effect Based on Brand Perception

Authors
Yinghui Wei1, *, Yu Lu2
1School of Business, Guangxi University, Guangxi, Nanning, 530000, China
2Faculty of Humanities and Social Sciences, Guangxi Medical University, Guangxi, Nanning, 530000, China
*Corresponding author. Email: tank849189@163.com
Corresponding Author
Yinghui Wei
Available Online 15 May 2023.
DOI
10.2991/978-94-6463-142-5_82How to use a DOI?
Keywords
Cross-border marketing; online interaction; CAS theory; computational experiments
Abstract

Cross-border marketing systems are a typical type of complex adaptive system, consisting of corporate subjects and customer subjects involved in cross-border marketing. In order to break out of the market bottleneck, in order to obtain a more sustainable competitive advantage, enterprises from different industries gather with each other and become the main participants of cross-border marketing. The enterprises involved in cross-border marketing use Internet technology to realize online interaction between customers and enterprises, which not only effectively transmits cross-border marketing-related information to customers, but also enables cross-border marketing to be diffused through the word-of-mouth communication mechanism, in the process of which customers will also continue to modify their original attitudes towards the brand, i.e. the enterprise subjects and customer subjects involved in cross-border marketing complete the value co-creation through mutual collaboration. Process. In the end, the cross-border marketing effect is realized. Guided by CAS theory, this chapter explains the characteristics and system components of cross-border marketing systems, and establishes a conceptual model of cross-border marketing systems and company-led customer interactions online.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
15 May 2023
ISBN
10.2991/978-94-6463-142-5_82
ISSN
2352-5428
DOI
10.2991/978-94-6463-142-5_82How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yinghui Wei
AU  - Yu Lu
PY  - 2023
DA  - 2023/05/15
TI  - A Study on the Impact of Cross-Border Marketing on Potential Users’ Purchase Intention - Mediating Effect Based on Brand Perception
BT  - Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
PB  - Atlantis Press
SP  - 730
EP  - 735
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-142-5_82
DO  - 10.2991/978-94-6463-142-5_82
ID  - Wei2023
ER  -