Accounting, Marketing and Organization(AMO) is a peer-reviewed academic journal committed to advancing knowledge in the wide domains of financial accounting, internal controls, auditing, government accounting, marketing strategies, consumer behavior, retailing, e-commerce, advertising, social media communication, business strategy, financial market, and global market.
A Case Analysis of Internal Control of Zhangzidao Group
To identify the inherent operational defects of internal control within the aquaculture industry, this paper takes Zhangzidao Group as the research sample and conducts a comprehensive case analysis under the five-component framework issued by COSO, covering control environment, risk assessment, control activities, information and communication, and internal supervision. The research finds that Zhangzidao suffers from multiple severe internal control flaws: unbalanced corporate governance structure, inadequate identification and evaluation of fraud risks, ineffective control over biological assets, distorted internal information transmission, and nominal internal supervision mechanisms, which together trigger successive financial fraud incidents. Targeted countermeasures are proposed from four dimensions: digital technology empowerment, corporate governance restructuring, diversified risk hedging, and multi-stakeholder supervision. The research conclusions can provide practical references for listed aquaculture firms to improve internal control systems and mitigate financial manipulation risks.
Copyright (c) 2026 Ai Deng (Author) https://creativecommons.org/licenses/by/4.0
The Impact of Marketing Model Transformation on Corporate Financial Performance: A Case Study of Luckin Coffee
This paper takes Luckin Coffee as the research object, focusing on its two key transformations of marketing models from "subsidy-driven expansion by traffic" to "digital value refinement". It systematically analyzes the transmission mechanism of marketing changes on financial performance. Through literature review, case comparison and quantitative analysis of financial indicators, combined with the real financial data of Luckin Coffee from 2022 to 2024, this paper evaluates the performance changes from four dimensions: profitability, operating capacity, solvency and development capacity, and makes a horizontal comparison with Starbucks' experiential marketing model of "the third place". The study finds that after abandoning extensive subsidies and shifting to value-based marketing featuring product innovation, private domain operation and asset-light expansion, Luckin Coffee has achieved continuous improvement in revenue, gross profit and net profit margin, realizing the leap from loss to high-quality profitability. Relying on brand premium, Starbucks maintains stable profitability, but its growth elasticity and operational efficiency are significantly lower than those of Luckin Coffee. This paper reveals the core logic of digital marketing, cost control and the balance between scale and profitability, providing theoretical and practical references for marketing-finance synergy of new consumer chain enterprises.
Copyright (c) 2026 Xinyue Pang (Author) https://creativecommons.org/licenses/by/4.0
Research on the Collaborative Development Path of Enterprise Internal Control and Risk Management
Grounded in the fraud triangle theory, this case study systematically examines the motives, opportunities, and self-justification mechanisms behind Taiyuan Heavy Industry's financial fraud. It reveals how the company, driven by performance pressures and governance deficiencies, systematically engaged in long-term fraudulent practices through methods such as premature revenue recognition, manipulation of completion percentages, and underreporting of expenses. The research further highlights ethical misconduct by management and the board under the frameworks of expectation theory and stakeholder theory, as well as the severe negligence of auditing institutions in maintaining integrity, objectivity, and professionalism. The case demonstrates that financial fraud is not merely a technical violation but a comprehensive outcome of governance failure, supervisory gaps, and ethical collapse. Finally, the paper proposes governance recommendations from multiple dimensions including corporate governance, industry regulation, and audit quality improvement, providing insights for building a credible capital market system.
Copyright (c) 2026 Jingqi Sun, Xuanyueming Jia, Xinrui Wang (Author) https://creativecommons.org/licenses/by/4.0
A Multi-Actor Collaborative Perspective: Investigating the Influence Pathways of Social Media Communication Compliance in the Context of the 15th Five-Year Plan
With the development of the digital economy and the proliferation of social media platforms, the compliance of corporate communication activities on these platforms has increasingly become a focal point of attention for both society and academia. Based on the theory of multi-stakeholder collaborative governance, this paper constructs a theoretical model examining how platform policy implementation, platform control intensity, and public and corporate compliance awareness influence the compliance of social media communication. It also delves into the core pathways and underlying mechanisms affecting social media communication compliance within the context of the 15th Five-Year Plan era. The findings reveal that the degree of platform policy implementation directly and positively influences communication compliance. Platform control intensity mediates the relationship between platform policy implementation and communication compliance. Meanwhile, public compliance awareness and corporate compliance awareness moderate the relationship between platform policy implementation and communication compliance. This study explains the formation mechanism of social media communication compliance from a multi-stakeholder collaborative perspective, providing theoretical foundations and practical insights for improving platform governance systems and enhancing the level of compliant communication by platforms and enterprises.
Copyright (c) 2025 Yingnuo Qi, Yunhui Cheng (Author) https://creativecommons.org/licenses/by/4.0
The Influence Mechanism of Language Arousal in AI Digital Human Teachers on Learning Experience: The Mediating Role of Psychological Distance
While AI digital human teachers are increasingly utilized in the field of education, current designs often prioritize technical implementation while overlooking the psychological adaptability mechanisms inherent in instructional communication. (1) Grounded in social presence theory and cognitive load theory, this study investigates the impact of AI teachers' language arousal levels (high vs. low) on students' learning experiences and examines the pivotal mediating role of psychological distance in instructional outcomes. (2) A single-factor between-subjects experimental design was employed, where 100 participants were randomly assigned to either a high-arousal language group (enthusiastic and vivid) or a low-arousal language group (steady and calm) for a learning session. (3) Data analysis reveals that language arousal significantly and positively affects instructional outcomes (p<0.001); specifically, the high-arousal strategy yielded significantly higher scores in learning satisfaction, continuance intention, and perceived learning effectiveness compared to the low-arousal group. Furthermore, psychological distance serves as a key mediator, as high-arousal language conveys emotional cues that bridge the gap between students, the AI teacher, and the instructional content, thereby reducing cognitive defenses. (4) This study identifies psychological distance as a critical psychological mechanism for successful AI instruction, providing empirical evidence for the anthropomorphic design of AI educational tools and facilitating a paradigm shift in AI teachers from mere speech synthesis to emotional instructional communication.
Copyright (c) 2025 Zirui Wang (Author) https://creativecommons.org/licenses/by/4.0
Against the backdrop of deepening market-oriented economic reforms and increasingly fierce market competition, internal control and risk management have become the fundamental guarantee for enterprises' normal operations and the achievement of strategic goals. This paper systematically interprets the core connotations and interconnections of internal control and risk management, conducts an in-depth analysis of the key problems encountered by enterprises in the practice of their integration, and puts forward targeted optimization plans for collaborative development. It provides theoretical reference and practical guidance for enterprises to improve their comprehensive management level and enhance their risk resistance capacity.
Copyright (c) 2025 Zeqing Fan (Author) https://creativecommons.org/licenses/by/4.0
The Impact of Identity Autonomy on Cross-Border Brand Connection from a Cross-Cultural Perspective: Mediated by Sense of Control and Moderated by Cultural Distance
The globalization of digital trade has normalized cross-border consumption, yet international brands commonly face identity conflicts in cross-cultural contexts. This study examines the influence of identity autonomy on cross-border brand connection within cross-cultural settings, grounded in Self-Determination Theory and Hofstede's cultural dimensions. It tests the mediating role of perceived control and the moderating role of cultural distance. Employing literature review and cross-cultural case comparison methods, the study examines Estée Lauder (high cultural distance), Uniqlo (low cultural distance), and Little Boss Seaweed (low cultural distance). Findings reveal: Cross-cultural identity autonomy significantly and positively influences cross-border brand connection. Sense of control fully mediates this relationship across three dimensions: informational, decision-making, and experiential control. Cultural distance moderates this pathway, with stronger effects in low-cultural-distance contexts. Additionally, power distance and uncertainty avoidance dimensions exhibit differential moderating effects. Cultural distance moderates these pathways, with stronger effects in low-cultural-distance contexts, and differing moderation effects across power distance and uncertainty avoidance dimensions. This study fills a theoretical gap in cross-cultural brand connection research and provides practical guidance for cross-border brands to develop “local identity activation + sense of control transmission” strategies.
Copyright (c) 2025 Xiaoqi Shao (Author) https://creativecommons.org/licenses/by/4.0
Policy Drive and Market Competition: A Comparative Study on Financial Risks of New Energy Vehicle Companies
As China’s new energy vehicle (NEV) industry shifts from policy-driven to market-oriented development, the financial sustainability of enterprises is undergoing new challenges. Existing research—largely centered on static financial indicators and the direct effects of subsidies—offers limited insight into firms’ financial resilience in the post-subsidy era. This study adopts comparative analysis and cash flow evaluation to examine three leading firms—BYD, NIO, and XPeng—and uncovers notable differences in their financial performance. The results show that BYD benefits from economies of scale and efficient channel management, enabling strong operating cash flow and reduced reliance on external financing. In contrast, NIO and XPeng experience substantial cash burn, negative operating cash flow, and heavy dependence on financing activities, exposing vulnerabilities in their path toward sustainable profitability. Major risks identified include intensifying market competition, rapid technological iteration, and persistent policy uncertainty. The study concludes that improving internal operational efficiency and strengthening strategic financial management are essential for firms to thrive in an increasingly market-driven environment. It offers actionable recommendations for managers seeking to enhance financial stability and for investors assessing risk, thereby contributing to the sustainable development of the NEV industry.
Copyright (c) 2025 Yue Liu, Xinyi Zhou (Author) https://creativecommons.org/licenses/by/4.0
The Value Dimension, Realistic Challenges, and Practical Pathways of Accounting Professional Ethics: An Empirical Analysis Based on Misconduct Cases
Accounting professional ethics is the foundation for the existence and development of the accounting profession and a crucial cornerstone for maintaining the order of the market economy. This papers core essence is condensed into the professional pursuit of integrity as the foundation, standards as the guideline, dedication to responsibilities, and maintaining integrity while innovating. Based on the context of high-quality economic development in the new era and the digital transformation of the accounting industry, this paper takes the "Three Adherences and Three Observances" proposed in the 2023 "Accounting Personnel Professional Ethics Norms" as the core framework. This paper comprehensively utilizes literature research, typical case analysis, and comparative research methods to systematically explain the theoretical connotation and contemporary value of accounting professional ethics. Through in-depth analysis of six typical cases of accounting misconduct both domestically and internationally, this paper accurately identifies multiple root causes such as the decline of personal integrity, failure of internal corporate controls, and lack of industry supervision. Finally, from the four dimensions of personal self-discipline, corporate cultivation, industry guidance, and regulatory strengthening, a targeted and operable system of practical pathways is constructed. The research aims to provide theoretical support and practical reference for solving the dilemmas in the construction of accounting professional ethics, enhancing the credibility of the industry, and preventing systemic financial risks, thereby assisting the accounting industry in achieving healthy and sustainable development amidst the wave of digitalization and intellectualization.
Copyright (c) 2025 Jiaxin Yang (Author) https://creativecommons.org/licenses/by/4.0
Impact of Supply Chain Management Strategies on Auditors’ Risk Perception
Against the backdrop of volatile global raw material prices and complex supply chains, enterprises optimize supply chain strategies (e.g., energy vertical integration, steel downstream collaboration) to boost resilience, and supply chain stability directly shapes auditors’ judgments on financial risks (e.g., inventory valuation), making their link a key research focus. Existing studies note supply chain optimization reduces operational risks but have gaps: they focus on generalized traits (transparency, complexity) rather than industry-specific paths (why coal-power firms prioritize integration over steel’s collaboration) and fail to clarify how strategies (cost stability) influence audit judgments. To address this, this study examines coal-power (power generation) and steel industries: coal-power integration stabilizes procurement costs—boosting generation to maximize profits when coal prices fall, mitigating surges via internal controls—reducing revenue/cost uncertainty and auditors’ risk concerns; it also compares steel’s downstream collaboration to reveal industry differences. The study contributes theoretically by clarifying industry-specific mechanisms, enriching cross-disciplinary frameworks; practically, it guides enterprises to design risk-aligned strategies and auditors to optimize industry-tailored assessments.
Copyright (c) 2025 Ruiqiang Zhang (Author) https://creativecommons.org/licenses/by/4.0
Exploring Chinese Sustainable Path Based on International Sustainable Disclosure Guidelines
As international sustainable disclosure standards accelerate their integration, the convergence of global sustainable disclosure frameworks is strengthening. However, regional differences and gaps in corporate practices remain significant. This paper examines the evolution and focus of existing international sustainable disclosure standards, China's localization efforts, and corporate practices from three dimensions. It analyzes the core requirements of international mainstream standards and academic disputes regarding the feasibility of disclosure and data quality, revealing theoretical breakthroughs and practical challenges in China's research on mandatory disclosure, report verification, and other fields. On this basis, the case study of Myriad Medical is used to analyze the innovative path of Chinese enterprises in sustainable development. The study indicates the design and application of sustainable disclosure guidelines is of significance for entering global capital markets and promoting development concepts such as carbon peaking and carbon neutrality. On the corporate side, companies should enhance strategic resilience by prioritizing the identification of key issues, establishing a tiered data management mechanism, gradually improving disclosure capabilities, and flexibly designing disclosure schemes. Meanwhile, sustainable development disclosure requires strengthened institutional safeguards to promote the integration of China's sustainable development practices with the international governance system, providing replicable transformation models for emerging market countries.
Copyright (c) 2025 Yiting Pang, Xingnan Cheng (Author) https://creativecommons.org/licenses/by/4.0
Interactive Dynamics of Bullet Comments in Agricultural Livestreaming: A Dual-Path Analysis of Conversion Efficiency in Rural China
Live-streaming e-commerce is becoming a pivotal tool for promoting agricultural products and supporting rural revitalization in China. This study investigates the determinants of conversion efficiency-measured as Goods per Mille Views (GPM)-through a large-scale analysis of 70,650 agricultural livestream sessions on Douyin. Employing two-way fixed-effects panel regression and Bootstrap-based structural equation modeling (SEM), we examine how Retention Rate, Sales Amount, and Sales per Minute influence GPM. A key contribution of this study is the identification of a dual-path moderating effect of bullet comments (BulletCount), which can simultaneously enhance and hinder conversion depending on the context of viewer engagement. SEM results further uncover four significant mediation mechanisms-via Traffic Ratio, Retention Rate, Sales Amount, and Sales per Minute-through which bullet comments affect GPM. These findings offer new insights into the cognitive and social dynamics of interactive livestreaming. The study provides practical implications for platform designers, streamers, and policymakers seeking to improve conversion outcomes and foster sustainable rural e-commerce ecosystems.
Copyright (c) 2025 Yirui Wang (Author) https://creativecommons.org/licenses/by/4.0
Research on the Accounts Receivable Management Problems and Countermeasures of Gree Electric Appliances Co., Ltd.
This study analyzes Gree Electric's accounts receivable (AR) management from 2019 to 2023 through financial data and industry benchmarking. Results indicate a surge in AR balances from CNY 8.44 billion to CNY 16.099 billion, with annual growth rates exceeding revenue expansion. The AR-to-revenue ratio rose from 4.26% to 7.89%, while receivables aged over three years increased to 14.34%, signaling deteriorating collection efficiency and elevated bad debt risks. Despite outperforming peers (e.g., Midea, Haier) in AR turnover ratios, Gree experienced a consistent decline from 24.44 to 13.19 times, highlighting liquidity strain. Key drivers include overdependence on credit sales for market share growth, inflexible recovery methods, outdated credit evaluation systems, and inadequate risk governance. Proposed solutions involve instituting credit sales caps, dynamic credit scoring models, tiered collection strategies, aging structure optimization (e.g., reducing >3-year receivables to industry-average 5.03%), and automated risk alerts. These measures aim to reconcile sales growth with financial stability, mitigate liquidity risks, and enhance operational resilience. The findings offer actionable frameworks for improving AR management in the home appliance sector, emphasizing data-driven credit policies and proactive risk mitigation.
Copyright (c) 2025 Jiayi Gao (Author) https://creativecommons.org/licenses/by/4.0
Management Strategies for SMEs in the Era of Digital Transformation
Small and medium-sized enterprises (SMEs) are pivotal to economic growth, yet many struggle to navigate the ongoing wave of digital transformation. This paper provides an analytical overview of management strategies that enable SMEs to thrive in the digital era. The authors outline the opportunities digital technologies offer to SMEs—such as operational efficiencies, access to new markets, and resilience gains—alongside the challenges these firms face, including limited resources, skill gaps, and resistance to change. Drawing on recent literature (2019–2024), the authors identify critical factors for successful SME digital transformation and propose a structured approach for managers. Key strategies include developing a clear digital transformation roadmap aligned with business goals, investing in employee digital skills and a pro-innovation culture, leveraging external support (partnerships, platforms, and government initiatives), and fostering agility through continuous improvement and adaptation. This structured approach, grounded in dynamic capabilities theory, helps SMEs overcome resource constraints and uncertainty to achieve sustainable competitive advantage in the digital age. The findings offer practical guidance for SME managers and contribute to the academic discourse on how small businesses can effectively manage digital transformation in an ever-evolving technological landscape.
Copyright (c) 2025 Kai Li (Author) https://creativecommons.org/licenses/by/4.0
Impact of Economic Policy Uncertainty on Merger and Acquisition Decisions: Evidence from Chinese A-Shares
Economic policy uncertainty (EPU) has emerged as a critical factor influencing capital market dynamics and corporate strategic decisions. This study employs the latest EPU index and M&A transaction data from Chinese A-share listed companies spanning from 2014 to 2018 to empirically investigate the impact of EPU on corporate behavior within China’s capital market. The empirical results reveal that EPU significantly inhibits firms’ willingness to undertake M&A decisions. Further analysis indicates that EPU exerts this inhibitory effect primarily by undermining managerial confidence and then reducing corporate risk-taking propensity. This study contributes to the literature by extending the analysis of EPU’s impact to the micro-level behavior of managers particularly in the context of M&A decisions. The findings provide novel empirical evidence for understanding how policy uncertainty shapes corporate strategy in emerging markets and offer insights for policymakers and corporate managers.
Copyright (c) 2025 Accounting, Marketing and Organization https://creativecommons.org/licenses/by/4.0
The Impact of Digital Media Technology on Digital Twins: The Moderating Role of Personalized Advertising
Digital media technology has transformed multiple industries, including its integration with digital twin (DT) technology. A digital twin is a virtual representation of a physical object, system, or process that enables real-time simulation, optimization, and decision-making. This study explores how digital media technology influences digital twins and examines the moderating role of personalized advertising in this relationship. Using a qualitative research approach, this study employs semi-structured interviews with industry professionals and a case study analysis of companies utilizing digital twins. The theoretical framework is based on the Technology Acceptance Model (TAM) and Media Richness Theory (MRT). Findings suggest that digital media technology enhances digital twins by improving interactivity, real-time data transmission, and user engagement. Personalized advertising strengthens this relationship by increasing consumer engagement, brand loyalty, and real-time customization in digital twin environments. This study contributes to both theoretical and practical implications by bridging digital media technology, digital twins, and marketing personalization strategies.
The Impact of Market Uncertainty on ESG Performance: Digital Transformation as a Moderator in Chinese Technology Firms
This study examines the relationship between stock market uncertainty and environmental, social, and governance (ESG) performance among Chinese technology firms, with digital transformation serving as a moderating variable. Using panel data from 5,680 firm-year observations between 2015 and 2022, we find that market uncertainty negatively affects ESG performance. However, firms with higher levels of digital transformation demonstrate greater resilience to uncertainty, mitigating its negative impact on ESG initiatives. The findings contribute to the literature on ESG determinants in emerging markets and provide practical implications for corporate strategy during periods of heightened market uncertainty.
A Literature Review on the Application of Artificial Intelligence in Financial Statement Analysis
Amidst the broader context of digital transformation and the rapid advancement of information technology, artificial intelligence (AI) is progressively reshaping the methodologies and efficiency of financial statement analysis. It also greatly enhances the ability to predict and analyze financial data and financial reports. This paper presents a comprehensive review of the literature concerning the application of AI in financial statement analysis, delineating the progress and current status of AI technologies in this domain. It explores the core AI technologies and their practical applications. Furthermore, it analyzes the advantages and challenges associated with the integration of AI in financial statement analysis, and offers insights into potential future research directions. The objective is to provide a valuable resource for advancing the in-depth application and research of AI in this field.
Data-Driven Insights into the Pet Industry: Market Dynamics, Trade Policies, and Sustainable Growth Strategies
The pet industry has experienced remarkable growth over the past decade, driven by evolving consumer preferences, increased disposable income, and shifting societal attitudes toward pet ownership. This transformation is particularly evident in rapidly developing economies like China, where urbanization and an expanding middle class have accelerated the industry’s expansion. From a global perspective, North America and Europe continue to dominate the pet industry, with well-established markets and regulatory frameworks that shape industry trends. Meanwhile, emerging markets in Asia-Pacific are becoming major contributors to the industry's growth, presenting new opportunities and challenges for businesses and policymakers. To address these challenges, this study employs a combination of factor analysis, time series forecasting (ARIMA, LSTM), and policy impact assessment (Difference-in-Differences) to provide comprehensive insights into the pet industry's trajectory. Our research aims to: (1) analyze historical growth patterns and key influencing factors in China’s pet industry, (2) forecast global pet food demand using advanced predictive modeling, (3) evaluate the impact of international trade policies on China’s pet food exports, and (4) develop feasible strategies for the sustainable growth of China’s pet food industry. By integrating econometric modeling with deep learning techniques, this study bridges the gap between traditional statistical analysis and modern AI-driven market forecasting, offering valuable insights for industry practitioners and policymakers alike.
Research on the Impact of ESG Rating Divergence on Audit Fees
ESG rating differences reflect the differences in the evaluation of ESG performance of the same enterprise by different rating agencies, which will have an impact on audit institutions based on the theory of information asymmetry. Based on the sample of A-share listed companies in China from 2019 to 2023, this paper confirms that there is a significant positive correlation between ESG rating divergence and audit fees. The paper proposes that information risk level of enterprises is the mediating mechanism underlying the effect of ESG rating divergence on audit fees. However, the mediating effect is nonsignificant. The author suggests that the theoretical mismatch of proxy variables and the regulatory effect of China's special situation may explain the nonsignificant findings. Heterogeneity analysis shows that among enterprises belonging to lightly polluting industries, ESG rating divergence has a more significant impact on audit fees. The conclusions not only enrich the economic consequences of ESG rating divergence, expand the theoretical understanding of the factors affecting audit fees, but also provide an important reference for ESG rating optimization, enterprise risk reduction and regulatory authorities to improve the information disclosure system.
Application of Digital Transformation in Financial Management —A Case study on Gree Electric Appliance Co.
With the rapid development of information technology, the digital economy has become a new engine of global economic growth, and traditional financial management faces many challenges, while digital transformation provides new ideas and tools. Gree Electric, as a leading global home appliance manufacturer, has actively promoted digital transformation in recent years and carried out many explorations and practices in the field of financial management. By analyzing the case of Gree Electric, the study builds a model for the application of digital transformation in financial management, discusses its role in improving efficiency, optimizing decision support and risk control, and points out the challenges faced in the transformation process, such as the complexity of technology and business integration, organizational and talent bottlenecks, and data security risks. The study aims to provide experiences and references on digital transformation for other enterprises and to promote the innovation and development of financial management models.
Copyright (c) 2025 Qinghua Huo (Author) https://creativecommons.org/licenses/by/4.0