Forward to the roots: the Influence of Chinese Cultural Values on Consumer Behaviour and on Italian and French Maisons’ Strategies through Tribal &Viral Marketing

在中国在全球经济中的核心地位日益凸显、国内数字技术飞速发展的双重推动下，新的消费行为格局正在形成，并主要体现在数字平台与社交媒体所促成的社交互动之中。在此背景下，本研究旨在探讨中国文化根基（尤其是儒家思想）与当代数字营销逻辑（如病毒式营销与部落式营销）之间的内在关联。本研究重点在于分析如何将儒家价值观——例如集体意识、群体认同以及社会接纳的重要性等——有效融入中国主流数字平台上的病毒式与部落式营销实践。本研究将考察这些文化价值在多大程度上影响病毒式内容的传播机制，如何通过激发情感共鸣并促成围绕国际品牌的消费者部落形成，从而塑造中国消费者的购买行为。具体而言，本文将探讨基于集体认同与社群纽带的部落式营销如何强化消费者与国际品牌之间的联系，并促进稳定且持久的品牌-消费者关系的构建。通过对中国文化特质与数字社交动态的深度分析，本研究旨在为中国数字营销策略提出新的理论与实践范式，并为有意进入这一竞争激烈且文化底蕴深厚的市场的全球企业提供创新性的战略建议。

The growing centrality of China in the global economy, coupled with the very rapid evolution of digital technologies in the PRC, has shaped a new configuration of consumer behavior, manifested in forms of social interaction mediated by digital platforms and social media. In this context, this research paper aims to examine the inherent link between China's cultural foundations, with a particular focus on Confucian principles, and advanced digital marketing logics, including viral marketing and tribal marketing. The objective of the research is to explore how Confucian values, such as the importance of collectivity, social groups and social acceptation, can be integrated into viral and tribal marketing practices mediated by the use of China's most popular digital platforms. This research work aims to investigate the extent to which such cultural values can influence viral content dissemination mechanisms that can shape the purchasing behavior of Chinese consumers by fostering emotional engagement and the creation of consumer tribes around international brands. In particular, we will explore the ways through which tribal marketing, based on collective identity and social bonding among members of a community, can be used to strengthen the association between consumer and international brands, contributing to the building of stable and lasting brand-consumer relationships. Through an in-depth analysis of Chinese cultural peculiarities and digital social dynamics, the research aspirates to map out new paradigms for digital marketing strategies in China, suggesting innovative solutions for global enterprises that are willing to penetrate this highly competitive and culturally sophisticated market.