Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5109778 | Journal of Business Research | 2016 | 4 Pages |
Abstract
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.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Adoración Mozas-Moral, Enrique Bernal-Jurado, Miguel Jesús Medina-Viruel, Domingo Fernández-Uclés,