The Role of Supply Chain and Digital Marketing in Brand Growth: Platform Effectiveness via Cross-Border Cultural Product Live Streaming

Qiuyan He; Chonlavit Sutunyarak

doi:10.71222/q9wmzc87

Authors

Qiuyan He Rajamangala University of Technology Tawan-ok, Chonburi, Thailand Author
Chonlavit Sutunyarak Rajamangala University of Technology Tawan-ok, Chonburi, Thailand Author

DOI:

https://doi.org/10.71222/q9wmzc87

Keywords:

cross-border e-commerce, live streaming, cultural products, digital marketing, supply chain management, brand growth

Abstract

Amid booming global digital trade and the rapid rise of cross-border e-commerce live streaming, this study examines Chinese cultural and creative products as key carriers for cultural globalization and foreign trade growth. It addresses three core questions: the driving mechanism through which cultural exchange promotes commercial value conversion, the main barriers that hinder this process, and the corresponding industry-level management strategies that can enhance performance. Grounded in interdisciplinary theories from marketing, international business, and cultural studies, the research adopts an explanatory sequential mixed-methods design, combining semi-structured expert interviews with a large-sample survey of cross-border live streaming participants. The study analyzes how cultural and creative product supply chains, digital marketing practices, and platform effectiveness jointly influence commercial conversion and brand growth. Empirical results confirm significant positive effects of supply chain robustness, platform functional empowerment, and cultural marketing adaptability on conversion performance, cultural communication efficiency, and user participation. At the same time, cross-cultural cognitive barriers, supply chain response lags, and compliance risks emerge as three core constraints, with marked heterogeneity between Southeast Asian and European–American markets. Based on these findings, the paper proposes four-dimensional collaborative governance strategies involving platforms, enterprises, regulators, and service providers. The study offers theoretical enrichment for research on cross-border live streaming and practical guidance for cultural and creative enterprises seeking sustainable overseas expansion and standardized industry development.

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