Chan, Tak Jie and Li, Yifan and Hashim, Nor Hazlina and Ibrahim, Ameira Nur Iliany (2022) Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company. International Journal of Technology, 13 (6). 1344 – 1353. ISSN 2086-9614, DOI https://doi.org/10.14716/ijtech.v13i6.5955.
Full text not available from this repository.Abstract
The purpose of this research is to study the impact of online promotional communication attributes on the company's competitiveness in a Malaysian fast fashion clothing context, where the independent variables comprised online interactive communication, online content communication, online word-of-mouth communication, and online emotional communication. The Resource Based-View Theory guided the study, and the research design is based on the quantitative method. The sample size of this research was targeted 300 customers who have experienced purchasing the X Fast Fashion Retailing products through purposive sampling. The findings of this research have determined that online interactive communication, online content communication, and online emotional communication have a significant relationship with company competitiveness. In contrast, online word-of-mouth communication is not a predictor of company competitiveness. Conclusion, implications, and suggestions for future study were also discussed. © 2022, International Journal of Technology. All Rights Reserved.
| Item Type: | Article |
|---|---|
| Funders: | Multimedia University |
| Uncontrolled Keywords: | Competitiveness; Fast fashion clothing industry; Marketing communication strategies; Online promotional communication |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HE Transportation and Communications |
| Divisions: | Faculty of Business and Economics > Department of Management |
| Depositing User: | Ms. Juhaida Abd Rahim |
| Date Deposited: | 15 Feb 2024 04:06 |
| Last Modified: | 15 Feb 2024 04:06 |
| URI: | http://eprints.um.edu.my/id/eprint/43837 |
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