Social media use in international marketing : impact on brand and firm performance
Year of publication: |
2022
|
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Authors: | Witek-Hajduk, Marzanna K. ; Zaborek, Piotr |
Published in: |
International journal of management and economics. - Warsaw : De Gruyter Poland, ISSN 2543-5361, ZDB-ID 2824518-0. - Vol. 58.2022, 2, p. 121-142
|
Subject: | brand orientation | customer orientation | international branding | performance | social mediamarketing | Markenführung | Brand management | Social Web | Social web | Internationales Marketing | International marketing | Unternehmenserfolg | Firm performance | Beziehungsmarketing | Relationship marketing |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.2478/ijme-2022-0011 [DOI] |
Classification: | F23 - Multinational Firms; International Business ; M31 - Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
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