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

Yinghui Wei () and Yu Lu
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Yinghui Wei: Guangxi University, School of Business
Yu Lu: Guangxi Medical University, Faculty of Humanities and Social Sciences

A chapter in Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), 2023, pp 730-735 from Springer

Abstract: 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.

Keywords: Cross-border marketing; online interaction; CAS theory; computational experiments (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-142-5_82

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