Digital humanists play a crucial role in the modern international business world by combining the principles of regular employees with the advancements of digital technologies to address a variety of challenges and opportunities. They are specific labour forces that are driving digital transformation and innovation in the modern international business world. This article presents some key impacts the digital humanists have on global business practices and strategies particularly in the area of international business. Using the advantages, the digital era in which we live provides, digital humanists are becoming part of the international workforce but in a different and non-standard way. The main purpose of this article is to highlight some of the main characteristics of this modern workforce, the advantages and disadvantages of such an approach. It should be noted that the article is part of a scientific research dedicated to the changes in the international human resource management due to the technology developments and digitalization of the international business. The main research methods used are literature summary and analysis, comparative analysis, focus group interviews.

This study aims to explore the connotation of “Guanxi” within contemporary Chinese marketing channels and to construct and verify a global management model. The objective is to examine how instrumental and emotional dimensions of Guanxi influence enterprise operations and management processes. A hybrid research methodology combining qualitative and quantitative approaches was employed. In-depth interviews with 30 dealer executives provided qualitative insights, while a large-scale survey with 305 valid responses facilitated quantitative analysis. SPSS22.0 and LISREL8.8 were utilized for data analysis, including reliability, validity, hypothesis testing, and structural equation modeling (SEM). The findings reveal that Guanxi is multi-dimensional, comprising both instrumental and emotional components. Instrumental Guanxi includes factors such as status, prestige, credibility, and decision-making power, while emotional Guanxi encompasses trust, emotional connection, and mutual respect. Both dimensions significantly affect professionalism, shared values, contact frequency, and popularity within marketing channels. Hypothesis testing confirmed the significant relationships between these variables, except for the non-significant impact of popularity on instrumental Guanxi. The mediating effects of flexibility and supervision on the relationship between Guanxi and corporate performance were also significant, highlighting the mechanisms through which Guanxi influences organizational outcomes. Moderating effects of perceived internal incentive fairness and digital collaboration capabilities further amplify these relationships. Finaly, the study underscores the dual importance of strategic utility and emotional resonance in Guanxi, providing a robust model for understanding its impact on business management. These insights are valuable for both researchers and practitioners aiming to leverage Guanxi in enhancing organizational performance and relational strategies.