The sustainable influencing factors of government officials'livestreaming marketing:a fuzzy-set qualitative comparative analysis of 25 cases
Government officials'livestreaming marketing is a kind of government innovation behavior in the realistic exploration of poverty management and rural revitalization.Less attention has been paid to the sustainability of this innovative behavior.In this paper,an"individual-organization-environment"framework is constructed to conduct the configuration analysis of the sustainability of 25 county heads'livestreaming according to the fuzzy-set qualitative comparative analysis(fsQCA).The results show that the leadership's attention,along with taking office in poor counties,is the necessary conditions for the sustainability of government officials'livestreaming.There are 4 sustainable paths to promote government officials'livestreaming marketing,which can be summarized as the path driven by environment,ability,and emotion,the path motivated by performance and pressure,the path driven by performance and environment,and the path supported by organization environment.Public support is an important condition for the.sustainability of government officials'livestreaming marketing.The change of position does not necessarily lead to the termination of officials'livestreaming.While enriching the theories of local government innovation,current research focuses on telling China's good governance stories well,and expounds the phenomenon of local government officials'livestreaming marketing.
government officiallivestreaming marketingsustainability
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