Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company
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...
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my.um.eprints.438372024-02-15T04:06:28Z http://eprints.um.edu.my/43837/ Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company Chan, Tak Jie Li, Yifan Hashim, Nor Hazlina Ibrahim, Ameira Nur Iliany HD28 Management. Industrial Management HE Transportation and Communications 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. Faculty of Engineering, Universitas Indonesia 2022 Article PeerReviewed 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 <https://doi.org/10.14716/ijtech.v13i6.5955>. 10.14716/ijtech.v13i6.5955 |
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HD28 Management. Industrial Management HE Transportation and Communications Chan, Tak Jie Li, Yifan Hashim, Nor Hazlina Ibrahim, Ameira Nur Iliany Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company |
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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. |
format |
Article |
author |
Chan, Tak Jie Li, Yifan Hashim, Nor Hazlina Ibrahim, Ameira Nur Iliany |
author_facet |
Chan, Tak Jie Li, Yifan Hashim, Nor Hazlina Ibrahim, Ameira Nur Iliany |
author_sort |
Chan, Tak Jie |
title |
Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company |
title_short |
Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company |
title_full |
Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company |
title_fullStr |
Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company |
title_full_unstemmed |
Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company |
title_sort |
online promotional communication attributes and company competitiveness of a malaysian fast fashion clothing company |
publisher |
Faculty of Engineering, Universitas Indonesia |
publishDate |
2022 |
url |
http://eprints.um.edu.my/43837/ |
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1792148413062578176 |
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13.18916 |