Factors for success in online social networks: An fsQCA approach

Adoración Mozas-Moral, Enrique Bernal-Jurado, Miguel Jesús Medina-Viruel and Domingo Fernández-Uclés

Journal of Business Research, 2016, vol. 69, issue 11, 5261-5264

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: Training; Online social networks; Fuzzy set quality comparative analysis (fsQCA); Organic sector (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:11:p:5261-5264

DOI: 10.1016/j.jbusres.2016.04.122

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