Influence of Digital Platforms and Brand Messaging on Competitiveness: The Mediating Role of Customer Perception

Zhu, Yuan (2024) Influence of Digital Platforms and Brand Messaging on Competitiveness: The Mediating Role of Customer Perception. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study examines the dynamics of e-commerce in Malaysia and the factors that influence the competitiveness of online fashion companies in Malaysia. The study highlights the impact of online shoppers' perceptions on company competitiveness and emphasises the importance of data platforms and brand messaging on consumer perceptions. The study explores the moderating effect of industry dynamics on the relationship between consumer perceptions and company competitiveness, providing insights for marketing professionals and e-commerce operators on how to improve company competitiveness. The research adopted a quantitative approach, collecting data from 210 online fashion shoppers in Malaysia through an online survey. This research indicated a positive relationship between brand messaging with customer perception, a positive relationship between customer perception and company competitiveness, and customer perception mediates the relationship between digital platforms, brand messaging and company competitiveness, confirming the importance of consumer perceptions on company competitiveness. However, the study did not support the direct impact of digital platforms on consumers, nor did it support the moderating role of industry dynamics in the relationship between consumer perceptions and company competitiveness. This study applies the resource-based view (RBV) to explore how digital platforms and brand messaging affect consumer perception and company competitiveness, which helps to theoretically understand the behavioural habits of online fashion shoppers. The findings highlight the necessity for fashion companies to use social media and brand messaging effectively, monitor consumer behaviour patterns, personalised recommendations, and strengthen consumer loyalty to enhance their competitive edge. The study offers practical insights for companies seeking to attract and retain consumers. It is recommended that companies increase their social media influence, implement personalised recommendations, track web activity and provide innovative customer experiences, including the use of artificial intelligence (AI) and augmented reality (AR). These strategies align with contemporary consumer habits and expectations, thereby enhancing their propensity to purchase and fostering brand loyalty. It should be noted that this study is limited in its focus on Malaysian online fashion buyers, which may limit the generalisability of the findings across diverse cultural contexts. It would be beneficial for future research to explore these dynamics in a broader cross-cultural context, to examine the impact of supply chain management and celebrity endorsements, and to further investigate the impact of digital platforms and industry dynamics on consumer perceptions and firm competitiveness. In conclusion, this study confirms the critical role that brand messaging plays in influencing consumer perceptions and company competitiveness. By addressing this need, online companies can leverage big data to personalise their message recommendations, attract a larger consumer base, and ensure long-term success and sustainability in the ever-evolving industry dynamics.