[Bajzíková, Ľ., Šajgalíková, H., Wojčák, E. and Poláková, M. (2014), “Dynamics of changes toward knowledge-based economy in Slovak SMEs”, Procedia Social and Behavioral Sciences, Vol. 150, pp. 637-647.10.1016/j.sbspro.2014.09.083]Search in Google Scholar
[Azar, S., Machado, J., Vacas-De-Carvalho and L., M. A. (2016), “Motivations to interact with brands on Facebook - Towards a typology of consumer-brand interactions”, Journal of Brand Management, Vol. 2, No. 23, pp. 153-178.10.1057/bm.2016.3]Search in Google Scholar
[Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2015), “Consumer engagement in online brand communities: A social media perspective”, Journal of Product and Brand Management, Vol. 1, No. 24, pp. 28-42.10.1108/JPBM-06-2014-0635]Search in Google Scholar
[Direction, S. (2016), “Social media as the path to a marketing strategy: Companies must become “curators” to meet the challenge”, Strategic Direction, Vol 2 No. 32, pp. 20-22.]Search in Google Scholar
[Droppa, M., Budaj, P. and Mikuš, P. (2013). “An organisational culture and the process performance of the organisation.” in: An organisational culture and the process performance of the organisation, Association internationale SÉCT: Fribourg, p. 27.]Search in Google Scholar
[Gong, W., Stump, R. L., and Li, Z. G. (2014), LGlobal use and access of social networking web sites: A national culture perspective”, Journal of Research in Interactive Marketing, Vol. 1, No. 8, pp. 37-55.]Search in Google Scholar
[Gonzalez-Lafaysse, L. and Lapassouse-Madrid, C. (2016), “Facebook and sustainable development: A case study of a French supermarket chain”, International Journal of Retail and Distribution Management, Vol. 5, No. 44, pp. 560-582.10.1108/IJRDM-01-2015-0012]Search in Google Scholar
[Guo, L. et al. (2015), “Documenting business-to-consumer (B2C) communications on facebook: What have changed among restaurantsand consumers?”, Worldwide Hospitality and Tourism Themes, Vol. 3, No. 7, pp. 283-294.]Search in Google Scholar
[Hamilton, M., Kaltcheva, V. and Rohm, A. (2016), “Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion”, Journal of Interactive Marketing, Vol. 36, pp. 121-133.10.1016/j.intmar.2016.07.001]Search in Google Scholar
[He, W. et al. (2015), “A novel social media competitive analytics framework with sentiment benchmark”, Information and Management, Vol. 7, No. 52, pp. 801-812.10.1016/j.im.2015.04.006]Search in Google Scholar
[Hofstede, G. (1980), Culture's consequences: International differences in work-related values, Sage Publications: Beverly Hills.]Search in Google Scholar
[Hrnčiar, M. and Madzík, P. (2016), “A change in the conception of the factors which form customer expectations”, Johannes Kepler Universitat Linz: Podebrady, pp. 145-152.]Search in Google Scholar
[Hudson, S., Huang, L., Roth, M. and Madden T. (2016), “The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors”, International Journal of Research in Marketing, Vol. 1, No. 33, pp. 27-41.10.1016/j.ijresmar.2015.06.004]Search in Google Scholar
[Icha, O. and Edwin, A. (2016), “Effectiveness of social media networks as a strategic tool for organizational marketing management”, Journal of Internet Banking and Commerce, Vol. 21, pp. 20.]Search in Google Scholar
[Järvinen, J. and Taiminen, H. (2016), “Harnessing marketing automation for B2B content marketing”, Industrial Marketing Management, Vol. 54, pp. 164-175.10.1016/j.indmarman.2015.07.002]Search in Google Scholar
[Karjaluoto, H., Mustonen, N. and Ulkuniemi, P. (2015), “The role of digital channels in industrial marketing communications”, Journal of Business and Industrial Marketing, Vol. 6, No. 30, pp. 703-710.10.1108/JBIM-04-2013-0092]Search in Google Scholar
[Khan, I., Han. DP. and Wahab, A. (2016), “Does culture matter in effectiveness of social media marketing strategy? An investigation of brand fan pages”, Aslib Journal of Information Management, Vol. 68, No. 6, pp. 694-715.10.1108/AJIM-03-2016-0035]Search in Google Scholar
[Kilgour, M., Sasser, S. and Larke, R. (2014), “The social media transformation process: Curating content into strategy”, Corporate Communications, Vol. 3, No. 20, pp. 326-343.]Search in Google Scholar
[Kotler, P. and Keller, K. L. (2007), Marketing management, Grada Publishing: Praha.]Search in Google Scholar
[Kwok, L. and Yu, B. (2013), “Spreading social media messages on facebook: an analysis of restaurant business-to-consumer communications”, Cornell Hospitality Quarterly, Vol. 1, No. 54, pp. 84-94.10.1177/1938965512458360]Search in Google Scholar
[Naylor, R., Lamberton, C. and West, P. (2012), “Beyond the “like” button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings”, Journal of Marketing, Vol. 6, No. 76, pp. 105-120.]Search in Google Scholar
[Niedermeier, K., Wang, E. and Zhang, X. (2016), “The use of social media among business-to-business sales professionals in China: How social media helps create and solidify guanxi relationships between sales professionals and customers”. Journal of Research in Interactive Marketing, Vol. 1, No. 10, pp. 33-49.10.1108/JRIM-08-2015-0054]Search in Google Scholar
[Šajgalíková, H. and Bajzíková, Ľ. (2013), Organizácia a kultúra, Ofprint: Bratislava.]Search in Google Scholar
[Šajgalíkova, H. and Copuš, L. (2016), “Vzťah národnej kultúry a vybraných funkcií manažmentu”, VERBUM: Ružomberok, pp. 360-369.]Search in Google Scholar
[Schultz, D. and Peltier, J. (2013). “Social media's slippery slope: challenges, opportunities and future research directions”, Journal of Research in Interactive Marketing, Vol. 2, No. 7, pp. 233-237.]Search in Google Scholar
[Sharma, S., Joshi, A. and Sharma, H. (2016), “A multi-analytical approach to predict the Facebook usage in higher education”, Computers in Human Behavior, Vol. 55, pp. 340-353.10.1016/j.chb.2015.09.020]Search in Google Scholar
[Telang, A. and Deshpande, A. (2016), “Keep calm and carry on: A crisis communication study of Cadbury and McDonalds”, Management and Marketing. Challenges for the Knowledge Society, Vol. 11, No. 1, pp. 371-379.10.1515/mmcks-2016-0003]Search in Google Scholar
[Trice, H. M. and Beyer, J. M. (1993), The cultures of work organizations, Englewood Cliffs: Prentice Hall.]Search in Google Scholar
[Valos, M. et al. (2016), “Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers”, Marketing Intelligence and Planning, Vol. 1, No. 34, pp. 19-40.10.1108/MIP-09-2014-0169]Search in Google Scholar