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Factors for success in online social networks: An fsQCA approach

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

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.

Suggested Citation

  • Mozas-Moral, Adoración & Bernal-Jurado, Enrique & Medina-Viruel, Miguel Jesús & Fernández-Uclés, Domingo, 2016. "Factors for success in online social networks: An fsQCA approach," Journal of Business Research, Elsevier, vol. 69(11), pages 5261-5264.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5261-5264
    DOI: 10.1016/j.jbusres.2016.04.122
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    4. Misirlis, Nikolaos & Lekakos, George & Vlachopoulou, Maro, 2018. "Associating Facebook Measurable Activities with Personality Traits: A Fuzzy Sets Approach," MPRA Paper 90100, University Library of Munich, Germany, revised 31 Mar 2018.
    5. Zhu, Lin & Luo, Jian & Dong, Qingli & Zhao, Yang & Wang, Yunyue & Wang, Yong, 2021. "Green technology innovation efficiency of energy-intensive industries in China from the perspective of shared resources: Dynamic change and improvement path," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
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    8. Adrian MICU & Marius GERU & Angela-Eliza MICU, 2017. "Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 522-531.
    9. Enrique Bernal Jurado & Adoración Mozas Moral & Miguel Jesús Medina Viruel & Domingo Fernández Uclés, 2018. "Evaluation of Corporate Websites and Their Influence on the Performance of Olive Oil Companies," Sustainability, MDPI, vol. 10(4), pages 1-11, April.
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