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dc.contributor.authorZhang, Lingjun
dc.date.accessioned2022-08-11T21:00:03Z
dc.date.available2022-08-11T21:00:03Z
dc.date.issued2020
dc.identifier.urihttps://hdl.handle.net/10652/5754
dc.description.abstract"An Exploratory Study of the Potential for SMEs in New Zealand to Learn from Chinese SMEs regarding Digital Marketing" aims to investigate the potential for improving New Zealand SMEs’ digital marketing capabilities by learning from Chinese SMEs. Digital marketing can increase SMEs’ competitiveness, while digital marketing development and innovation in China received little attention from academic literature. Therefore, this study is seeking to answer the main question: What is the potential for New Zealand SMEs to develop their digital marketing capabilities by learning from the experience of Chinese SMEs’ adoption of digital marketing applications? The main question can be further broken-down to two subside questions: 1) How are SMEs in China adopting digital marketing strategies and platforms? 2) Can New Zealand SMEs learn from Chinese SMEs’ adoption of digital marketing for SMEs in New Zealand? Survey and semi-structured interviews were conducted with 12 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 interviews were conducted with 5 New Zealand participants. Findings from this study reveals that Chinese SMEs increase their online customer traffic through three resources: e-commerce platform, social media, and private traffic, a controllable traffic pool of loyal customers or 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).en_NZ
dc.language.isoenen_NZ
dc.rightsAll rights reserveden_NZ
dc.subjectNew Zealanden_NZ
dc.subjectChinaen_NZ
dc.subjectsmall and medium-sized enterprises (SMEs)en_NZ
dc.subjectdigital marketingen_NZ
dc.subjectmarketingen_NZ
dc.subjectknowledge transferen_NZ
dc.subjectinterviewsen_NZ
dc.titleAn exploratory study of the potential for SMEs in New Zealand to learn from Chinese SMEs regarding digital marketingen_NZ
dc.typeMasters Dissertationen_NZ
dc.rights.holderAuthoren_NZ
thesis.degree.nameMaster in Applied Managementen_NZ
thesis.degree.levelMastersen_NZ
thesis.degree.grantorEastern Institute of Technology (EIT)en_NZ
dc.subject.marsden350605 Marketing management (incl. strategy and customer relations)en_NZ
dc.subject.marsden350716 Small business organisation and managementen_NZ
dc.identifier.bibliographicCitationZhang, L. (2020). An exploratory study of the potential for SMEs in New Zealand to learn from Chinese SMEs regarding digital marketing. (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master in Applied Management). Eastern Institute of Technology (EIT), New Zealand. https://hdl.handle.net/10652/5754en
unitec.pages200en_NZ
unitec.institutionEastern Institute of Technology (EIT)en_NZ
dc.contributor.affiliationEastern Institute of Technologyen_NZ
unitec.publication.placeNew Zealanden_NZ
unitec.advisor.principalSibley, Jonathan
unitec.institution.studyareaBusinessen_NZ


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