IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v6y2014i7p4102-4118d37621.html
   My bibliography  Save this article

The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing

Author

Listed:
  • Yongrok Choi

    (Department of International Trade and Regional Studies, Inha University, 100 Inha-ro, Nam-gu, Incheon 402-751, Korea)

  • Di Gao

    (Department of International Trade and Regional Studies, Inha University, 100 Inha-ro, Nam-gu, Incheon 402-751, Korea)

Abstract

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.

Suggested Citation

  • Yongrok Choi & Di Gao, 2014. "The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing," Sustainability, MDPI, vol. 6(7), pages 1-17, June.
    • Handle: RePEc:gam:jsusta:v:6:y:2014:i:7:p:4102-4118:d:37621
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/6/7/4102/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/6/7/4102/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Rauyruen, Papassapa & Miller, Kenneth E., 2007. "Relationship quality as a predictor of B2B customer loyalty," Journal of Business Research, Elsevier, vol. 60(1), pages 21-31, January.
    2. Yongrok Choi & Yanni Yu, 2014. "The Influence of Perceived Corporate Sustainability Practices on Employees and Organizational Performance," Sustainability, MDPI, vol. 6(1), pages 1-17, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Judit Oláh & Nicodemus Kitukutha & Hossam Haddad & Miklós Pakurár & Domicián Máté & József Popp, 2018. "Achieving Sustainable E-Commerce in Environmental, Social and Economic Dimensions by Taking Possible Trade-Offs," Sustainability, MDPI, vol. 11(1), pages 1-22, December.
    2. Yongrok Choi & Malin Song & Seunghwan Myeong, 2016. "Introduction to the Special Issue on the Sustainable Asia Conference 2015," Sustainability, MDPI, vol. 8(3), pages 1-9, March.
    3. Yongrok Choi & Ning Zhang, 2015. "Introduction to the Special Issue on “the Sustainable Asia Conference 2014”," Sustainability, MDPI, vol. 7(2), pages 1-8, February.
    4. Dejin Su & Qixia Du & Dongwon Sohn & Libo Xu, 2017. "Can High-Tech Ventures Benefit from Government Guanxi and Business Guanxi ? The Moderating Effects of Environmental Turbulence," Sustainability, MDPI, vol. 9(1), pages 1-17, January.
    5. Yongrok Choi & Do Quynh Mai, 2018. "The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam," Sustainability, MDPI, vol. 10(1), pages 1-18, January.
    6. Yongrok Choi & Jingwen Jin, 2015. "Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust," Sustainability, MDPI, vol. 7(10), pages 1-21, October.
    7. Untung Rahardja & Tanaporn Hongsuchon & Taqwa Hariguna & Athapol Ruangkanjanases, 2021. "Understanding Impact Sustainable Intention of S-Commerce Activities: The Role of Customer Experiences, Perceived Value, and Mediation of Relationship Quality," Sustainability, MDPI, vol. 13(20), pages 1-20, October.
    8. Jianli Gao & Abu Bakkar Siddik & Sayyed Khawar Abbas & Muhammad Hamayun & Mohammad Masukujjaman & Syed Shah Alam, 2023. "Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    9. Manuela Ingaldi & Robert Ulewicz, 2019. "How to Make E-Commerce More Successful by Use of Kano’s Model to Assess Customer Satisfaction in Terms of Sustainable Development," Sustainability, MDPI, vol. 11(18), pages 1-22, September.
    10. Yongrok Choi & Lili Sun, 2016. "Reuse Intention of Third-Party Online Payments: A Focus on the Sustainable Factors of Alipay," Sustainability, MDPI, vol. 8(2), pages 1-15, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
    2. Jung Eon Kwon & Hyung Rok Woo, 2017. "The Impact of Flipped Learning on Cooperative and Competitive Mindsets," Sustainability, MDPI, vol. 10(1), pages 1-15, December.
    3. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.
    4. Songhong Chen & Jian Ming Luo, 2023. "Understand Delegates Risk Attitudes and Behaviour: The Moderating Effect of Trust in COVID-19 Vaccination," IJERPH, MDPI, vol. 20(5), pages 1-18, February.
    5. Russo, Ivan & Confente, Ilenia & Gligor, David M. & Autry, Chad W., 2016. "To be or not to be (loyal): Is there a recipe for customer loyalty in the B2B context?," Journal of Business Research, Elsevier, vol. 69(2), pages 888-896.
    6. Arno de Caigny & Kristof Coussement & Wouter Verbeke & Khaoula Idbenjra & Minh Phan, 2021. "Uplift modeling and its implications for B2B customer churn prediction: A segmentation-based modeling approach," Post-Print hal-03599615, HAL.
    7. Climis Raghda, 2016. "Factors Affecting Customer Retention in the Airline Industry," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 24(4), pages 49-69, December.
    8. Alvaro Guitart Martín & Ricardo J. Palomo Zurdo, 2021. "Digital Inability and Social Sustainability in the Face of the Fourth Industrial Revolution: A Proposal of New Non-Financial Indicators," Sustainability, MDPI, vol. 13(24), pages 1-18, December.
    9. Sonia Khawand & Matina Ghasemi & Seyed Arash Sahranavard, 2022. "Employee Involvement and Socialization as an Example of Sustainable Marketing Strategy and Organization’s Citizenship Behavior: Empirical Evidence from Beirut Hotel Sector," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    10. Ergün Kara & Melda Akbaba & Emre Yakut & Makbule Hürmet Çetinel & Mehmet Mert Pasli, 2023. "The Mediating Effect of Green Human Resources Management on the Relationship between Organizational Sustainability and Innovative Behavior: An Application in Turkey," Sustainability, MDPI, vol. 15(3), pages 1-16, January.
    11. Thurasamy Ramayah & Mohammad Falahat & Pedro Soto‐Acosta, 2022. "Effects of corporate social responsibility on employee commitment and corporate reputation: Evidence from a transitional economy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(6), pages 2006-2015, November.
    12. Jaiswal, A. K. & Niraj, Rakesh, 2007. "Examining the Nonlinear Effects in Satisfaction-Loyalty-Behavioral Intentions Model," IIMA Working Papers WP2007-11-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    13. Simona-Mihaela TRIF, 2012. "Antecedents and consequences of relationship quality. A case study of banking sector in Romania," Timisoara Journal of Economics, West University of Timisoara, Romania, Faculty of Economics and Business Administration, vol. 5(18), pages 253-271.
    14. Eduardo Ortas & Igor Álvarez & Ainhoa Garayar, 2015. "The Environmental, Social, Governance, and Financial Performance Effects on Companies that Adopt the United Nations Global Compact," Sustainability, MDPI, vol. 7(2), pages 1-25, February.
    15. Yongan Zhang & Umair Khan & Seoyeon Lee & Madiha Salik, 2019. "The Influence of Management Innovation and Technological Innovation on Organization Performance. A Mediating Role of Sustainability," Sustainability, MDPI, vol. 11(2), pages 1-21, January.
    16. Khoa T. Tran & Phuong V. Nguyen, 2020. "Corporate Social Responsibility: Findings from the Vietnamese Paint Industry," Sustainability, MDPI, vol. 12(3), pages 1-20, February.
    17. Muhammad Mubushar & Shahid Rasool & Muhammad Imtiaz Haider & Roberto Cerchione, 2021. "The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1906-1920, November.
    18. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    19. Qianqian Hu & Tianlun Zhu & Chien-Liang Lin & Tiejun Chen & Tachia Chin, 2021. "Corporate Social Responsibility and Firm Performance in China’s Manufacturing: A Global Perspective of Business Models," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    20. Jaroslav Nenadál & David Vykydal & Eva Tylečková, 2021. "Complex Customer Loyalty Measurement at Closed-Loop Quality Management in B2B Area—Czech Example," Sustainability, MDPI, vol. 13(5), pages 1-20, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:6:y:2014:i:7:p:4102-4118:d:37621. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.