Governments’ impression management behaviors are becoming increasingly common. Under this context, this study empirically analyzes the relationship between governments’ impression management behavior, citizens’ government trust and social cohesion by using questionnaire data based on social psychology theories. The conclusion shows that governments’ impression management behaviors positively affect citizens’ government trust and social cohesion. Government trust plays a mediating role between impression management behaviors and social cohesion, and citizens’ education levels positively moderate the relationship between governments’ impression management and citizens’ government trust, i.e., the higher the education level, the stronger the positive effect of governments’ impression management on citizens’ government trust. The findings of the study will provide significant references for the self-presentation of government information, citizens’ government trust and the improvement of social cohesion.

Trust in government and social cohesion are crucial guarantees for long-term social stability. With the development of the Internet, cross-border flows of information have become increasingly easier, enabling more factors to influence people’s political perceptions and loyalty. This study explores the mechanism of governments’ impression management behaviors on trust in government and social cohesion using the questionnaire survey with college students in Shanghai as the research subjects. Impression management strategies are classified into promotive ones and protective ones herein based on the social psychology theory. The results indicate that both promotive and protective impression management strategies take by governments positively affect citizens’ loyalty, and loyalty positively affects citizens’ social cohesion and the level of trust in government; moreover, the level of trust in government positively affects social cohesion. These findings provide implications for boosting the sound development of China’s political society during the transition period.

With the advancement of mobile internet and social media, the creation of new national beauty brands now heavily relies on digital marketing. Some of the new Chinese beauty brands that first appeared online have made online marketing their primary objective. With the aid of funding, they are able to increase their online advertising costs and increase their online sales significantly. This thesis examines the present state of the Chinese beauty business, looks at its external environment, discusses the significance of digital marketing's singularity in the beauty industry, researches new marketing channels in the new retail beauty sector, and makes some recommendations. The beauty industry must keep up with current affairs policy and vigorously develop digital marketing if it hopes to be competitive in this environment, draw in a large number of customers, and increase the value of the business. Further studies are expected to expand on this framework to forecast and investigate how digital marketing will grow in the Chinese beauty business in light of the new retail trend.