TITLE:
Research on the Impact of Remote Working on the Work-Life Balance of Marketers
AUTHORS:
Ge Jin, Xiaotun Chen
KEYWORDS:
Remote Work, Marketers, Work-Life Balance, Labour Relations, Live-Streaming Sales, Boundary Theory
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.6,
November
20,
2025
ABSTRACT: The rapid development of digital technology is profoundly reshaping the way organizations work, and the rise of remote work is particularly notable. Marketers are at the core of the model because of the information-intensive, communication-dependent and result-visible nature of their work. Based on the fundamental labor relationship contract of “companies pursuing profits and employees fulfilling their duties”, this paper uses literature research and case analysis to explore the dual impact of remote work on the work-life balance of marketers. The study dissects the positive effects of remote work in enhancing work autonomy, flexibility, and saving commuting costs. At the same time, the possible negative impacts and dual effects on enterprises were demonstrated. In addition, this paper takes emerging live-streaming marketers as an example to deeply analyze the actual performance of this group in remote work. The research shows that while remote work enhances autonomy, it may also exacerbate the blurring of the boundary between work and life. To this end, a systematic approach should be taken at three levels: organizational strategy, institutional support, and individual action, in order to build healthy and sustainable remote working labor relations. This study provides important insights for individuals and enterprises to optimize relevant management strategies and achieve synergistic development of individuals and organizations.