Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company

• Main Authors: Chan, Tak Jie, Li, Yifan, Hashim, Nor Hazlina, Ibrahim, Ameira Nur Iliany
• Format: Article
• Published: Faculty of Engineering, Universitas Indonesia 2022
• Subjects: HD28 Management. Industrial Management; HE Transportation and Communications
• Online Access: http://eprints.um.edu.my/43837/

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.