An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan |
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| Authors: | Chih-Wen Wu José Manuel Guaita Martínez José María Martín Martín |
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| Institution: | 1. Department of Marketing, National Chung Hsing University, Taichung, Taiwan;2. Faculty of Business, Department of Business, Universidad Internacional de Valencia, Valencia, Spain;3. Faculty of Business and Communication, Department of Business., Universidad Internacional de La Rioja, Logroño, Spain |
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| Abstract: | 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. |
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| Keywords: | entrepreneurial orientation fsQCA innovation orientation market orientation performance social media strategy |
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