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

Catégorie d'article: Empirical Paper

Publié en ligne: 30 juin 2022

Pages: 121 - 142

Reçu: 02 déc. 2021

Accepté: 11 juin 2022

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

Mots clés

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.