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

Publication Title

International Journal of Technology

Divisions

financemanagement

Funders

Multimedia University

Volume

13

Issue

6

Publisher

Faculty of Engineering, Universitas Indonesia

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