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

Małgorzata Bartosik-Purgat , Barbara Jankowska

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.
Author Małgorzata Bartosik-Purgat (WGM / KZM)
Małgorzata Bartosik-Purgat,,
- Department of International Management
, Barbara Jankowska (WGM / KKM)
Barbara Jankowska,,
- Department of International Competitiveness
Journal seriesInternational Journal of E-Services and Mobile Applications, ISSN 1941-627X, e-ISSN 1941-6288, (N/A 20 pkt)
Issue year2019
Vol11
No3
Pages1-18
Publication size in sheets0.85
Keywords in Polishpoziom internacjonalizacji, komunikacja marketingowa, media społecznościowe, małe i średnie przedsiębiorstwa
Keywords in Englishdegree of internationalization, marketing communication, social media, SME
DOIDOI:10.4018/IJESMA.2019070101
URL https://www.igi-global.com/article/the-degree-of-internationalization-and-the-use-of-social-media-in-marketing-communication/228960
Languageen angielski
Score (nominal)20
Score sourcejournalList
ScoreMinisterial score = 20.0, 02-04-2020, ArticleFromJournal
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