Społeczno-demograficzne uwarunkowania lokalizacji stron internetowych przedsiębiorstw

Witek-Hajduk, Marzanna; Wąsowicz-Zaborek, Elżbieta

doi:10.33119/sip.2018.169.9

SiP

2019

DOI: 10.33119/sip.2018.169.9

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Społeczno-demograficzne uwarunkowania lokalizacji stron internetowych przedsiębiorstw

Marzanna Witek-Hajduk

Elżbieta Wąsowicz-Zaborek

Abstract: Jednym z podstawowych dylematów związanych z marketingiem międzynarodowym jest standaryzacja vs lokalizacja działań marketingowych na rynku międzynarodowym. Problem ten dotyczy też stron internetowych przedsiębiorstw i ich marek będących kluczowym instrumentem marketingu internetowego. Wciąż jednak jest niewiele badań na temat czynników warunkujących lokalizację stron internetowych innych niż różnice kultur narodowych.Celem artykułu jest więc identyfikacja czynników społeczno-demograficznych w otoczeniu przeds… Show more

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

Witek-Hajduk

Zaborek

2022

International Journal of Management and Economics

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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 and large companies using SM in international branding. Performance metrics include an index of brand performance (BP) in a foreign market and return on assets (ROA). Structural equation modeling analysis reveals the overall effect of SM use in international branding as positive, with brand-image creation and market research being significant contributors to brand and firm performance in a foreign market. SM effectiveness is negatively moderated by foreign partner involvement and centralization degree. Firms co-owned by foreign entities turn out to be more successful than their Polish-only counterparts. Of the two antecedents of SM international marketing engagement, customer orientation is significant for all firms, while brand orientation is meaningful only for those with foreign capital.

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

Witek-Hajduk

Zaborek

2022

International Journal of Management and Economics

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Społeczno-demograficzne uwarunkowania lokalizacji stron internetowych przedsiębiorstw

Cited by 1 publication

References 14 publications

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

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

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