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Factors for success in online social networks: An fsQCA approach

机译：在线社交网络成功的因素：fsQCA方法

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摘要

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 inthese virtual media are key factors for social network success, measuring success by the ability to attract a high number of followers. (C) 2016 Elsevier Inc All rights reserved.
机译：有机产品营销在消费者中面临有关产品的概念上的极大困惑，销售点的稀缺和分散分布，价格远高于传统的同等产品。通过在线社交网络交换信息并通过该媒体进行销售渠道可以解决这些弊端，并且正成为增长的关键因素。这项研究确定了在线社交网络中成功的解释性因素。模糊集定性比较分析（fsQCA）证实，人力资源能力（特别是管理培训），企业的社交网络活动强度以及企业在这些虚拟媒体中积累的经验是社交网络成功的关键因素，通过能力来衡量成功吸引大量的追随者。 （C）2016 Elsevier Inc保留所有权利。

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