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

Categoría del artículo: Empirical Paper

Publicado en línea: 30 jun 2022

Páginas: 121 - 142

Recibido: 02 dic 2021

Aceptado: 11 jun 2022

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

Palabras clave

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.