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An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan
Author(s) -
Wu ChihWen,
Guaita Martínez José Manuel,
Martín Martín José María
Publication year - 2020
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21350
Subject(s) - qualitative comparative analysis , affect (linguistics) , market orientation , structural equation modeling , context (archaeology) , business , marketing , social media , orientation (vector space) , psychology , entrepreneurial orientation , resource (disambiguation) , empirical research , advertising , entrepreneurship , computer science , mathematics , paleontology , computer network , statistics , geometry , communication , finance , machine learning , world wide web , biology
This study examines the social media strategy and performance of fashion brands. Drawing upon the resource‐based view, the study explores the influence of entrepreneurial orientation, innovation orientation, and market orientation on social media strategy and performance. Analysis was conducted using data on 207 Taiwanese fashion brands. These data were collected from a mail survey. Structural equation modeling and fuzzy‐set qualitative comparative analysis were used to test the empirical relationships proposed in the research hypotheses. The results indicate that social media strategy affects performance; entrepreneurial orientation and innovation orientation affect social media strategy; entrepreneurial orientation positively affects performance; and innovation orientation and market orientation positively affect performance.