IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-142-5_82.html

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

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

Author

Listed:
  • Yinghui Wei

    (Guangxi University, School of Business)

  • Yu Lu

    (Guangxi Medical University, Faculty of Humanities and Social Sciences)

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.

Suggested Citation

  • Yinghui Wei & Yu Lu, 2023. "A Study on the Impact of Cross-Border Marketing on Potential Users’ Purchase Intention - Mediating Effect Based on Brand Perception," Advances in Economics, Business and Management Research, in: Yushi Jiang & Guangming Li & Wilson Xinbao Li (ed.), Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), pages 730-735, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-142-5_82
    DOI: 10.2991/978-94-6463-142-5_82
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:spr:advbcp:978-94-6463-142-5_82. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.