کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5109778 | 1377718 | 2016 | 4 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Factors for success in online social networks: An fsQCA approach
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
Organic product marketing faces a considerable conceptual confusion among consumers about the product, a scarce and scattered distribution of the points of sale, and far higher prices than conventional equivalent products. Exchanging information through online social networks and channeling sales through this media provide a solution to these drawbacks and are becoming key factors for growth. This research identifies explanatory factors for success in online social networks. A fuzzy set Qualitative Comparative Analysis (fsQCA) confirms that human resource capabilities (specifically management training), the intensity of firms' social network activity, and the experience firms accumulate in these virtual media are key factors for social network success, measuring success by the ability to attract a high number of followers.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 11, November 2016, Pages 5261-5264
Journal: Journal of Business Research - Volume 69, Issue 11, November 2016, Pages 5261-5264
نویسندگان
Adoración Mozas-Moral, Enrique Bernal-Jurado, Miguel Jesús Medina-Viruel, Domingo Fernández-Uclés,