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). p. 1344. ISSN 2086-9614
Text
38.pdf - Published Version Restricted to Repository staff only Download (302kB) |
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 |
Divisions: | Faculty of Applied Communication (FAC) |
Depositing User: | Ms Nurul Iqtiani Ahmad |
Date Deposited: | 09 Jan 2023 01:30 |
Last Modified: | 09 Jan 2023 01:30 |
URII: | http://shdl.mmu.edu.my/id/eprint/10845 |
Downloads
Downloads per month over past year
Edit (login required) |