Witek-Hajduk, Marzanna K.; Zaborek, Piotr - In: International journal of management and economics 58 (2022) 2, pp. 121-142
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...