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Table of Content
16 January 2024, Volume 4 Issue 1
    Does Native Advertising Really Work—A Review of Factors Affecting Native Advertising Effectiveness
    Wang Jun, Liu Yi
    2024, 4(1):  1-17. 
    Abstract ( 109 )   PDF (10265KB) ( 204 )  
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    Native  advertising, as  the  new  darling  of brand  marketing  communication  in  the digital age, is  widely  used  in  major  new media platforms, driving  in-depth  discussion and research  on  native  advertising. However, the existing  research  on  native  advertising  has problems  such  as  inconsistent concepts, scattered  research  systems, and  inconsistent conclusions  on  advertising effectiveness, which  hinder  the  further development  of  native  advertising research. Combined  with  the  literature  research  methods, and  based  on  the “5W  model” of  the  communication  process, this  paper  clarifies  the  concept  and  types  of  native advertising, summarizes and analyzes the influencing factors of native advertising effectiveness in existing research, outlines the  existing  research  outline, and  discusses  future  research  directions, in  order  to  provide  a  foundation  and  ideas  for  future theoretical research and corporate practice in this field.
    Study  on  the  Inverted  U-shape  Effects  of  Streamers  Volume  on  Brands' Sales  Performances  in Live  Streaming  Commerce—Empirical  Evidences  from  the  Cosmetics  Industry
    Li Guoxin, Tang Peiwen
    2024, 4(1):  18-35. 
    Abstract ( 70 )   PDF (9888KB) ( 145 )  
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    In live  streaming commerce, the streamer group is the core factor that drives product's sales performance. This study aims  to understand  how  the  combinations  of streamers  volume, product's  line  breadth, and brand  type  influence  brands'sales performances in live streaming commerce. The study collected panel data on Douyin live streaming platform in an 18-week period from August to December 2020 of 17 luxury brands and 27 non-luxury brands that are representatives of the cosmetics industry, which  includes  261  streamers, 1,658 products and  3,119  live  broadcasts. We  used  a  two-way  fixed  effects  model  with STATA software, and  found  that  streamer  volume  has  a significant  inverted  U-shaped  impact  on brands' live  sales, and  the breadth  of product's  line  has  a  significantly  direct positive  impact  on  brands' live  sales. Besides, product's  line  breadth and brand type moderate the above inverted U-shaped effect.
    The  Influences  of Ethical  Attributes  of Corporate  Social  Innovation  Products  on  Customers' Purchase  Intentions
    Fan Jun, Bian Tiao, Zheng Guanya
    2024, 4(1):  36-53. 
    Abstract ( 69 )   PDF (11386KB) ( 176 )  
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    Based on the warm-glow effect of impure altruism model and clue congruity theory, this study develops a research model to analyze the influence of ethical attributes of corporate social innovation products on customers' purchase intention. In addition, the mediating effect of warm-glow and the moderating effect of product types are verified. The results show that ethical attributes of corporate social innovation products can enhance customers' purchase intentions, and warm-glow plays a mediating role in the positive relationship between the corporate social innovation product's ethical attributes and customers' purchase intentions. Specifically, for hedonic corporate social innovation products, the symbolic ethical attribute (compared with the functional ethical attribute) can stimulate the customer's warm-glow, and thus can enhance the customer's purchase  intention. By contrast, for utilitarian corporate social innovation products, the functional ethical attribute (compared with the symbolic ethical attribute) can stimulate the customer's warm-glow, and thus can enhance the customer's purchase intention. 
    The Content Dimensions and Historical Evolution of the Chinese Concept of Happiness in More Than 40 Years Since the Reform and Opening up—Computational Text Analysis Based on Word Embeddings Technology
    Li Zhiqiang, Cai Hui, Han Xinying, Liu Jiani, Ran Yaxuan,
    2024, 4(1):  54-78. 
    Abstract ( 44 )   PDF (13154KB) ( 87 )  
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    This paper investigates that an emerging computerized text analysis technique, word embeddings, can capture cultural and concept change. In this paper, we utilize this technique to quantify temporal dynamics of the concept of happiness between 1979—2021 in China. We first conducted in-depth interviews and thus formed five dimensions that generally represent Chinese people's conception of happiness, including physical need, social support, self-actualization, environment harmony and patriotism. We then used word embeddings to analyze the associations of five dimension with well-being. Results show that the correlation between happiness and physical need declines over time while happiness's correlations with self-actualization and  with patriotism go upward obviously. What's more, individualism (“self-actualization”) and collectivism-oriented (“patriotism”) dimension shows a consistent trend, this means that traditional value centerring on family and country interest has also been preserved at present age. Although the harmonious relationship with natural environment has not gotten enough attention in  general, it tends to go upward these years. By comparing diachronic changes among five dimensions, this research captures the  social  economic  shifts, e.g., the Reform and Opening-up in the end of 1970s, economic reform since 1992, new millennium of 2000, the new era after 2013. Our method further proves to be valid by showing that changes in the embedding track closely with a series of domestic social surveys. Our research demonstrates the powerful utility of computational text analysis and would  facilitate intersection between machine learning and social science.
    Brand Effects on Merger &Acquisition: Corporate Brand Architecture and the Long-term Performance of the Acquire
    Jiang Lianxiong, Liu Zeyun, Lan Ziyuan
    2024, 4(1):  79-106. 
    Abstract ( 27 )   PDF (17079KB) ( 37 )  
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    Based on the Brand Architecture Strategy Theory, this paper puts forward the concept of brand architecture fitness and proposes the research hypotheses through theoretically analyzing how different brand architecture combinations between the acquiring party and the acquired party of M&A affecting the long-term performance of the acquirer. The empirical test uses the data of Chinese A-share listed companies which complete  100%equity M&A from 2010 to 2016, and establishes a control group based on the A-share listed companies that do not participate in M&A at the same time. With the panel data and multiple empirical analysis method, the results show that the long-term performance of the acquirer is higher when the brand architectures of both sides are inconsistent than that of both are consistent. More specifically, under the consistent situations, the long- term performance with house of brands architecture of both sides of M&A is higher than that with branded house architecture of both sides; while under the inconsistent conditions, no matter what brand architectures the both sides of M&A are, there are no significant differences in the long-term performances after M&A. In addition, there exist heterogeneous effects due to the factors such as brand equity gap between the two sides of M&A. This study extends the research on the brand effects of M&A from the impact of brand architecture characteristics of both sides on the short-term performance of M&A to the influence of the brand architecture fitness of both sides on the long-term performance, which provides valuable guidances for enterprises to better select the M&A target companies and gain higher long-term performances after M&A.
    Study on the Motivations of Small and Medium-sized Merchants' Participations in Emerging Online Discount Platforms: Based on the Perspective of Customer Operation Capability
    Li Xiaoling, Wang Lingpiao, Bai Yin, Wu Zongshu
    2024, 4(1):  107-120. 
    Abstract ( 40 )   PDF (8902KB) ( 66 )  
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    The development of emerging online platforms relies on attracting merchants with market operation experiences and capabilities. Taking the emerging online discount platform as an example, this study uses small and medium-sized merchants in a specific industry (e. g. , consumer electronics industry) as the observation sample, and employs an individual panel fixed effects model combined with Dynamic Capability Theory to explore the wilingness of merchants with high customer operating capability who mainly attract free traffic, and the willingness of merchants with low customer operating capability who mainly attract paid traffic to adopt the emerging online discount platform,  and analyses the boundary conditions that affect the willingness for adoption. The findings suggest that maintaining a competitive advantage and reducing traffic dependency are the main motivations influencing the adoption of emerging online discount platforms by both types of merchants. However, under the moderating effects of brand strength and user viscosity, the adoption of emerging online discount platforms varies among merchants with different traffic sources. This study enriches the research related to emerging online platforms' adoption and sheds new light on merchants' traffic attraction strategies. 
    Technical or Colloquial——The Influence of Innovative Product's Advertising Style on Consumer's Product Adoption
    Wang Changzheng, Wu Jingjing, Cai Aixin, Zhang Xixi, Cai Wenpei
    2024, 4(1):  121-138. 
    Abstract ( 89 )   PDF (12097KB) ( 148 )  
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    Launching new products to the consumer market is full of challenges. In the new product advertisements, companies have long used colloquial expressions to advocate products. As more and more new products introduce many new features, technical terms which can represent the product's scientific and technological performance have gradually been adopted for product promotion. So how should companies choose between the two types of advertising styles? The present research explores the influences of advertising styles (technical terms and colloquial expressions) on the purchase intentions of different innovative types of products——really new products and incrementally new products. Based on the Linguistic Clues Theory, Construal Level Theory and three experiments, this research proposes and verifies that there is a significant interactive effect between advertising style and product innovation type on consumers' willingness to purchase new products: the advertising style of technical terms could effectively improve consumers' purchase intentions of really new products, and the advertising style of colloquial expressions could effectively improve consumers' purchase intentions of incrementally new products. Processing fluency has a mediating effect in the above-mentioned interaction. In addition, the study also finds the applicability of the above mechanism under the conditions of different product attributes, and excludes the alternative explanations of perceived risk and perceived quality. The conclusion of this paper will provide suggestions for enterprises to improve the effectiveness of new product advertising. 
    Brand Globalization Paths of Chinese Central State-owned Enterprises in Foreign Markets Along the Belt and Road: A Dual Case Study on Sinoma Cement and CNPC Richfit
    Yu Chunling, Liang Lugi, Zhang Shuo, Zhou Lei
    2024, 4(1):  139-157. 
    Abstract ( 37 )   PDF (11609KB) ( 66 )  
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     In the context of the“domestic market's great circulation”and the“dual circulation of domestic and foreign markets”, global strategies of Chinese enterprises, especially in the markets along the Belt and Road, have attracted great attention in both industrial and academic fields. Based on the perspective of the Global Marketing Strategy Model, Institutional Theory and Resource-Based Theory, this research targeted Chinese central state-owned enterprises, and used dual-case study to explore their specific paths and mechanisms of brand globalizations in the countries along the Belt and Road. Research questions included the followings:(1) the advantages and challenges of Chinese central state-owned enterprises during the globalization process; (2) the stages of brand globalization; (3) the international marketing capabilities deployed to improve legitimacy and to establish competitive advantages. The conclusions demonstrated that motivated by internal and external factors, brand globalizations of Chinese central state-owned enterprises involved three stages:brand entry, brand differentiation and brand image cultivation. In each stage, enterprises needed to obtain externally cognitive, moral and pragmatic legitimacy respectively. Responsively, their internal resources, from the Chinese government, domestic business networks and their own,   provided strong supports, and three international marketing capabilities, namely percept and integration capability, development and value-added capability, and communication and bonding capability, could be leveraged to strengthen brand legitimacies. The conclusions enrich the theory of brand internationalization, and shed lights especially for emerging-market multi- national enterprises which enterred the developing markets. This research also provides managerial implications on brand globalization strategy for Chinese enterprises.