The Effect of Chinese Guanxi on the Performance of Social Media Marketing between Taiwan & China

The recent attention paid to marketing channel relationships in the related literature focuses heavily on both western economic and social perspectives-political economy paradigm, transaction cost analysis, and relationship marketing to explain the performance of social media marketing. But limited research has carried out on the complex notion of guanxi (literally, relationship) in Chinese society. Despite repeated emphasis on the benefits of guanxi, the literature still lacks an integration of Western and Chinese perspectives. This paper starts with a conceptual review on channel relationships from Western economic and social perspectives, followed by a discussion of its antecedents and consequences. Then, we adapt it dynamic approach and provide an integrated model. According to the model, some hypothesizes are also proposed and tested. The proposed model of relationship is consistent with the major research paradigms but focuses on the performance of social media marketing between Taiwan and China.