Online promotional communication attributes and company competitiveness of a Malaysian fast fashion clothing company
Document Type
Article
Publication Date
1-1-2022
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.
Keywords
Competitiveness, Fast fashion clothing industry, Marketing communication strategies, Online promotional communication
Divisions
financemanagement
Funders
Multimedia University
Publication Title
International Journal of Technology
Volume
13
Issue
6
Publisher
Faculty of Engineering, Universitas Indonesia