#5253. Adopting big data to create an “outside-in” global perspective of guanxi

August 2026publication date
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Marketing;
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
Abstract:
Previous research on the Chinese notion of guanxi has tended to use descriptive approaches to study its prevalence and influence on business and Chinese consumers. Relatively less research has focused on perceptions of guanxi in other parts of the world. This paper addresses this important research gap through adopting an “outside-in” global perspective using big data. In particular, the study draws on 162 million guanxi-related news articles during 20XX–20XX extracted from the Global Database of Events, Language and Tone (GDELT), an open-source, real-time current affairs repository of online news and event metadata.
Keywords:
Big data; Business-to-business relationships; Ecosystem; GDELT; Guanxi; Outside-in marketing

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