Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory study
This study aims to investigate the potential for improving New Zealand small-and-medium sized enterprises’ (SMEs) digital marketing strategies by learning the different approaches from their Chinese counterparts. Digital marketing is an important topic, especially after the pandemic of the last two...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-01-01
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| Series: | Social Sciences and Humanities Open |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2590291122000286 |
| _version_ | 1797987553980186624 |
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| author | Lingjun Zhang Emre Erturk |
| author_facet | Lingjun Zhang Emre Erturk |
| author_sort | Lingjun Zhang |
| collection | DOAJ |
| description | This study aims to investigate the potential for improving New Zealand small-and-medium sized enterprises’ (SMEs) digital marketing strategies by learning the different approaches from their Chinese counterparts. Digital marketing is an important topic, especially after the pandemic of the last two years, as online shopping has gained further ground. On the other hand, original digital marketing practices in a dynamic and large market such as China still has not received enough attention within academic literature. Therefore, this study is seeking to answer the following two research questions: 1) How are SMEs in China adopting digital marketing strategies and platforms? 2) Can local SMEs learn from Chinese SMEs’ adoption of digital marketing for SMEs in New Zealand? Survey and semi-structured interviews were conducted with Chinese participants to gain insights of digital marketing applications by Chinese SMEs. After acquiring data from Chinese participants and building the framework of online marketing strategies and platforms in China based on data analysis, semi-structured interview questions were designed and conducted with New Zealand experts. Findings from this study reveals that Chinese SMEs increase their online customer traffic through three main sources: e-commerce platform, social media, and private traffic, which is a controllable traffic pool of loyal customers or the brands’ social media followers. In addition, digital marketing technologies from China have the potential of being transferred to New Zealand. However, the process can be long-term, due to cultural and attitude barriers. This study also suggests a tentative model examining the likelihood of transferring (LOT) based on the Technology Acceptance Model (TAM). |
| first_indexed | 2024-04-11T07:49:05Z |
| format | Article |
| id | doaj.art-18036693a9f344a780958c00caccb9cc |
| institution | Directory Open Access Journal |
| issn | 2590-2911 |
| language | English |
| last_indexed | 2024-04-11T07:49:05Z |
| publishDate | 2022-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Social Sciences and Humanities Open |
| spelling | doaj.art-18036693a9f344a780958c00caccb9cc2022-12-22T04:36:08ZengElsevierSocial Sciences and Humanities Open2590-29112022-01-0161100274Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory studyLingjun Zhang0Emre Erturk1School of Business, Eastern Institute of Technology, Napier, Hawke's Bay, New ZealandSchool of Computing, Eastern Institute of Technology, Napier, Hawke's Bay, New Zealand; Corresponding author.This study aims to investigate the potential for improving New Zealand small-and-medium sized enterprises’ (SMEs) digital marketing strategies by learning the different approaches from their Chinese counterparts. Digital marketing is an important topic, especially after the pandemic of the last two years, as online shopping has gained further ground. On the other hand, original digital marketing practices in a dynamic and large market such as China still has not received enough attention within academic literature. Therefore, this study is seeking to answer the following two research questions: 1) How are SMEs in China adopting digital marketing strategies and platforms? 2) Can local SMEs learn from Chinese SMEs’ adoption of digital marketing for SMEs in New Zealand? Survey and semi-structured interviews were conducted with Chinese participants to gain insights of digital marketing applications by Chinese SMEs. After acquiring data from Chinese participants and building the framework of online marketing strategies and platforms in China based on data analysis, semi-structured interview questions were designed and conducted with New Zealand experts. Findings from this study reveals that Chinese SMEs increase their online customer traffic through three main sources: e-commerce platform, social media, and private traffic, which is a controllable traffic pool of loyal customers or the brands’ social media followers. In addition, digital marketing technologies from China have the potential of being transferred to New Zealand. However, the process can be long-term, due to cultural and attitude barriers. This study also suggests a tentative model examining the likelihood of transferring (LOT) based on the Technology Acceptance Model (TAM).http://www.sciencedirect.com/science/article/pii/S2590291122000286 |
| spellingShingle | Lingjun Zhang Emre Erturk Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory study Social Sciences and Humanities Open |
| title | Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory study |
| title_full | Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory study |
| title_fullStr | Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory study |
| title_full_unstemmed | Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory study |
| title_short | Potential lessons from Chinese businesses and platforms for online networking and marketing: An exploratory study |
| title_sort | potential lessons from chinese businesses and platforms for online networking and marketing an exploratory study |
| url | http://www.sciencedirect.com/science/article/pii/S2590291122000286 |
| work_keys_str_mv | AT lingjunzhang potentiallessonsfromchinesebusinessesandplatformsforonlinenetworkingandmarketinganexploratorystudy AT emreerturk potentiallessonsfromchinesebusinessesandplatformsforonlinenetworkingandmarketinganexploratorystudy |