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Cultural Determinants of Social Media Use in World Markets

Wąsowicz-Zaborek Elżbieta ()
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Wąsowicz-Zaborek Elżbieta: SGH Warsaw School of Economics, Collegium of World Economy, Institute of International Management and Marketing, Chair of International Business, al. Niepodległości 162, 02-554Warszawa, Poland

Folia Oeconomica Stetinensia, 2020, vol. 20, issue 2, 423-435

Abstract: Research background: Ongoing globalization has led companies to operate on foreign markets and in consequence to recognize very different conditions especially in terms of sociocultural factors. The literature review identifies the behavioral patterns in social media (SM) usage determined by national cultures.

Keywords: social media; cultural dimensions; national culture; polynomial regression (search for similar items in EconPapers)
JEL-codes: F2 M3 (search for similar items in EconPapers)
Date: 2020
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DOI: 10.2478/foli-2020-0057

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