<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This research investigates the influence of brand and customer orientations on social media (SM) marketing engagement and how applications of SM in international marketing affect brand and firm performance in foreign markets. The study relies on a survey of a representative sample of 245 medium and large companies using SM in international branding. Performance metrics include an index of brand performance (BP) in a foreign market and return on assets (ROA). Structural equation modeling analysis reveals the overall effect of SM use in international branding as positive, with brand-image creation and market research being significant contributors to brand and firm performance in a foreign market. SM effectiveness is negatively moderated by foreign partner involvement and centralization degree. Firms co-owned by foreign entities turn out to be more successful than their Polish-only counterparts. Of the two antecedents of SM international marketing engagement, customer orientation is significant for all firms, while brand orientation is meaningful only for those with foreign capital.</p>
</abstract>

This research investigates the influence of brand and customer orientations on social media (SM) marketing engagement and how applications of SM in international marketing affect brand and firm performance in foreign markets. The study relies on a survey of a representative sample of 245 medium and large companies using SM in international branding. Performance metrics include an index of brand performance (BP) in a foreign market and return on assets (ROA). Structural equation modeling analysis reveals the overall effect of SM use in international branding as positive, with brand-image creation and market research being significant contributors to brand and firm performance in a foreign market. SM effectiveness is negatively moderated by foreign partner involvement and centralization degree. Firms co-owned by foreign entities turn out to be more successful than their Polish-only counterparts. Of the two antecedents of SM international marketing engagement, customer orientation is significant for all firms, while brand orientation is meaningful only for those with foreign capital.

Social media use in international marketing: Impact on brand and firm performance

International Journal of Management and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This research investigates the influence of brand and customer orientations on social media (SM) marketing engagement and how applications of SM in...

Social media use in international marketing: Impact on brand and firm performance

Article Category: Empirical Paper

Published Online: Jun 30, 2022

Page range: 121 - 142

Received: Dec 02, 2021

Accepted: Jun 11, 2022

DOI: https://doi.org/10.2478/ijme-2022-0011

Keywords
brand orientation, customer orientation, international branding, performance, social media marketing

© 2022 Marzanna K. Witek-Hajduk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Social media use in international marketing: Impact on brand and firm performance

Article Category: Empirical Paper

Published Online: Jun 30, 2022

Page range: 121 - 142

Received: Dec 02, 2021

Accepted: Jun 11, 2022

DOI: https://doi.org/10.2478/ijme-2022-0011

Keywordsbrand orientation, customer orientation, international branding, performance, social media marketing

© 2022 Marzanna K. Witek-Hajduk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
brand orientation, customer orientation, international branding, performance, social media marketing