The Degree of Internationalization and the Use of Social Media in Marketing Communication: The Case of SMEs in Poland

Malgorzata Bartosik-Purgat and Barbara Jankowska
Additional contact information
Malgorzata Bartosik-Purgat: Poznań University of Economics and Business, Poznan, Poland
Barbara Jankowska: Poznań University of Economics and Business, Poznan, Poland

International Journal of E-Services and Mobile Applications (IJESMA), 2019, vol. 11, issue 3, 1-18

Abstract: The development of new technologies combined with constantly increasing access to the Internet, facilitates the usage of social media in the business, including firms' operations in foreign markets. The main aim of the article is to identify the relationship between the degree of internationalization and social media usage within different forms of marketing communication in foreign markets. Data was gathered from individual interviews conducted among 334 companies that operate on the Polish market and which are active internationally in terms of marketing communication. Two key findings emerge from the research. First, the strongest correlation between the form of internationalization and the use of social media was obtained as far as advertising (as a form of marketing communication) is concerned. Second, the number of foreign markets a company operates is correlated with the use of social media in terms of all forms of marketing communication.

Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJESMA.2019070101 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jesma0:v:11:y:2019:i:3:p:1-18

Access Statistics for this article

International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

More articles in International Journal of E-Services and Mobile Applications (IJESMA) from IGI Global
Bibliographic data for series maintained by Journal Editor ().