Citation

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). pp. 1344-1353. ISSN 2086-9614

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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.

Item Type:	Article
Uncontrolled Keywords:	Competitiveness; Fast fashion clothing industry; Marketing communication strategies; Online promotional communication
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products H Social Sciences > HF Commerce > HF5001-6182 Business > HF5717-5734.7 Business communication Including business report writing, business correspondence
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Mr. Chan Tak Jie
Date Deposited:	15 Nov 2022 01:12
Last Modified:	15 Nov 2022 01:12
URII:	http://shdl.mmu.edu.my/id/eprint/10630

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