{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2023,9,17]],"date-time":"2023-09-17T08:15:47Z","timestamp":1694938547104},"reference-count":88,"publisher":"IGI Global","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2019,7,1]]},"abstract":"<p>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.<\/p>","DOI":"10.4018\/ijesma.2019070101","type":"journal-article","created":{"date-parts":[[2019,5,14]],"date-time":"2019-05-14T17:42:40Z","timestamp":1557855760000},"page":"1-18","source":"Crossref","is-referenced-by-count":3,"title":["The Degree of Internationalization and the Use of Social Media in Marketing Communication"],"prefix":"10.4018","volume":"11","author":[{"given":"Malgorzata","family":"Bartosik-Purgat","sequence":"first","affiliation":[{"name":"Pozna\u0144 University of Economics and Business, Poznan, Poland"}]},{"given":"Barbara","family":"Jankowska","sequence":"additional","affiliation":[{"name":"Pozna\u0144 University of Economics and Business, Poznan, Poland"}]}],"member":"2432","reference":[{"key":"IJESMA.2019070101-0","doi-asserted-by":"publisher","DOI":"10.1023\/A:1007945327618"},{"key":"IJESMA.2019070101-1","doi-asserted-by":"publisher","DOI":"10.1108\/IMDS-07-2014-0205"},{"key":"IJESMA.2019070101-2","author":"G.Albaum","year":"1989","journal-title":"International Marketing and Export Management"},{"key":"IJESMA.2019070101-3","doi-asserted-by":"publisher","DOI":"10.1007\/s10843-006-7856-x"},{"key":"IJESMA.2019070101-4","article-title":"How Do We Capture \u201eGlobal Specialization\u201d when Measuring Firms\u2019 Degree of Globalization.","author":"Ch. G.Asmussen","year":"2005","journal-title":"Proceedings of the 48th Annual Meeting of the Academy of International Business"},{"key":"IJESMA.2019070101-5","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8400117"},{"key":"IJESMA.2019070101-6","author":"E.Babbie","year":"2014","journal-title":"The basics of social research"},{"key":"IJESMA.2019070101-7","doi-asserted-by":"publisher","DOI":"10.1016\/j.im.2015.12.002"},{"key":"IJESMA.2019070101-8","author":"D.Barney","year":"2004","journal-title":"The Network Society"},{"key":"IJESMA.2019070101-9","author":"P. D.Bennet","year":"1988","journal-title":"Dictionary of Marketing Terms"},{"key":"IJESMA.2019070101-10","unstructured":"Bingham, T., & Conner, M. (2015). The New Social Learning (2nd ed.). USA: Connect. Collaborate. Work, ATD Press."},{"key":"IJESMA.2019070101-11","doi-asserted-by":"publisher","DOI":"10.4018\/978-1-4666-6595-8"},{"key":"IJESMA.2019070101-12","author":"M.Bruhn","year":"2013","journal-title":"Kommunikationspolitik, Systemischer Einsatz der Kommunikation f\u00fcr Unternehmen"},{"key":"IJESMA.2019070101-13","author":"P.Buckley","year":"1999","journal-title":"The Internationalization of the Firm"},{"key":"IJESMA.2019070101-14","doi-asserted-by":"publisher","DOI":"10.1016\/0969-5931(95)00001-G"},{"key":"IJESMA.2019070101-15","doi-asserted-by":"publisher","DOI":"10.1023\/B:SBEJ.0000022207.90510.46"},{"key":"IJESMA.2019070101-16","doi-asserted-by":"publisher","DOI":"10.2501\/IJA-30-1-047-075"},{"key":"IJESMA.2019070101-17","doi-asserted-by":"publisher","DOI":"10.1108\/03090569510095008"},{"key":"IJESMA.2019070101-18","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8400295"},{"key":"IJESMA.2019070101-19","doi-asserted-by":"publisher","DOI":"10.1016\/j.techsoc.2015.10.003"},{"key":"IJESMA.2019070101-20","doi-asserted-by":"publisher","DOI":"10.1108\/LR-06-2015-0061"},{"key":"IJESMA.2019070101-21","author":"P.De Pelsmacker","year":"2013","journal-title":"Marketing Communications. A European Perspective"},{"key":"IJESMA.2019070101-22","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.01.037"},{"key":"IJESMA.2019070101-23","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2007.02.011"},{"key":"IJESMA.2019070101-24","unstructured":"Dicken, P. (2015). Global Shift, Seventh Edition: Mapping the Changing Contours of the World Economy. London: Guilford Publications."},{"key":"IJESMA.2019070101-25","author":"Ch.D\u00f6rrenbacher","year":"2000","journal-title":"Measuring Corporate Internationalization"},{"key":"IJESMA.2019070101-26","doi-asserted-by":"publisher","DOI":"10.1016\/j.pubrev.2016.09.005"},{"key":"IJESMA.2019070101-27","doi-asserted-by":"publisher","DOI":"10.1016\/S0969-5931(99)00035-9"},{"key":"IJESMA.2019070101-28","doi-asserted-by":"publisher","DOI":"10.1108\/JSBED-11-2015-0160"},{"key":"IJESMA.2019070101-29","author":"L.Eagle","year":"2015","journal-title":"Marketing Communications"},{"key":"IJESMA.2019070101-30","doi-asserted-by":"publisher","DOI":"10.1509\/jimk.12.4.46.53212"},{"key":"IJESMA.2019070101-31","doi-asserted-by":"publisher","DOI":"10.1057\/jibs.2010.20"},{"key":"IJESMA.2019070101-32","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8490104"},{"key":"IJESMA.2019070101-33","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.03.003"},{"key":"IJESMA.2019070101-34","doi-asserted-by":"publisher","DOI":"10.1108\/EJM-08-2015-0553"},{"key":"IJESMA.2019070101-35","doi-asserted-by":"publisher","DOI":"10.1108\/JSM-01-2015-0036"},{"key":"IJESMA.2019070101-36","doi-asserted-by":"crossref","unstructured":"Forsgren, M., & Hagstrom, P. (2007). Ignorant and impatient internationalization? The Uppsala model and internationalization patterns for internet-related firms. In R.R. Sinkovics, M. Yamin (Eds.), Critical perspectives on international business (pp. 291-305). Bingley: Emerald Publ.","DOI":"10.1108\/17422040710832559"},{"key":"IJESMA.2019070101-37","doi-asserted-by":"publisher","DOI":"10.1108\/02634501011041426"},{"key":"IJESMA.2019070101-38","doi-asserted-by":"publisher","DOI":"10.1002\/smj.4250100202"},{"key":"IJESMA.2019070101-39","author":"W.Goddard","year":"2004","journal-title":"Research methodology: An introduction"},{"key":"IJESMA.2019070101-40","doi-asserted-by":"publisher","DOI":"10.1016\/j.ibusrev.2003.01.001"},{"key":"IJESMA.2019070101-41","unstructured":"H\u00e5kansson, H., & Johanson, J. (1992). A model of industrial networks. In B. Axelsson & G. Easton (Eds.), Industrial Networks. A New View of Reality (3-27), London: Routledge."},{"key":"IJESMA.2019070101-42","doi-asserted-by":"publisher","DOI":"10.1108\/ITP-01-2014-0007"},{"key":"IJESMA.2019070101-43","doi-asserted-by":"publisher","DOI":"10.1509\/jimk.15.3.96"},{"issue":"4","key":"IJESMA.2019070101-44","first-page":"54","article-title":"Cluster organization as a pro-internationalization form of cooperation in the SME sector \u2013 a Polish case in the European context.","volume":"22","author":"B.Jankowska","year":"2015","journal-title":"Journal of Economics and Management"},{"key":"IJESMA.2019070101-45","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8490676"},{"key":"IJESMA.2019070101-46","doi-asserted-by":"publisher","DOI":"10.1057\/jibs.2009.24"},{"key":"IJESMA.2019070101-47","doi-asserted-by":"publisher","DOI":"10.1111\/j.1467-6486.1975.tb00514.x"},{"key":"IJESMA.2019070101-48","doi-asserted-by":"publisher","DOI":"10.1016\/j.bushor.2009.09.003"},{"key":"IJESMA.2019070101-49","unstructured":"Kemp, S. (2018). Digital in 2018: World\u2019s internet users pass the 4 billion mark. Retrieved from https:\/\/wearesocial.com\/blog\/2018\/01\/global-digital-report-2018"},{"key":"IJESMA.2019070101-50","doi-asserted-by":"publisher","DOI":"10.1016\/S1075-4253(01)00042-4"},{"key":"IJESMA.2019070101-51","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8400071"},{"key":"IJESMA.2019070101-52","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8490994"},{"key":"IJESMA.2019070101-53","author":"P.Kotler","year":"1994","journal-title":"Marketing Management: Analysis, Planning, Implementation, and Control"},{"key":"IJESMA.2019070101-54","author":"P.Kotler","year":"2017","journal-title":"Marketing 4.0: Moving from Traditional to Digital"},{"key":"IJESMA.2019070101-55","author":"P.Kotler","year":"2012","journal-title":"Marketing Management"},{"key":"IJESMA.2019070101-56","doi-asserted-by":"publisher","DOI":"10.1108\/IJCoMA-11-2012-0070"},{"key":"IJESMA.2019070101-57","author":"P.Levinson","year":"2012","journal-title":"New New Media"},{"issue":"1","key":"IJESMA.2019070101-58","first-page":"53","article-title":"A cross-national comparison of the internationalization trajectories of internet start-ups.","volume":"23","author":"S.Loane","year":"2002","journal-title":"Irish Journal of Management"},{"key":"IJESMA.2019070101-59","doi-asserted-by":"publisher","DOI":"10.1111\/j.1936-4490.2004.tb00324.x"},{"key":"IJESMA.2019070101-60","doi-asserted-by":"crossref","first-page":"598","DOI":"10.2307\/20159604","article-title":"International diversification and firm performance: The S-curve hypothesis.","volume":"47","author":"J. W.Lu","year":"2004","journal-title":"Academy of Management Journal"},{"key":"IJESMA.2019070101-61","doi-asserted-by":"publisher","DOI":"10.1108\/02651330510630294"},{"key":"IJESMA.2019070101-62","author":"L.Manovich","year":"2001","journal-title":"The language of New Media"},{"key":"IJESMA.2019070101-63","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8400271"},{"key":"IJESMA.2019070101-64","doi-asserted-by":"publisher","DOI":"10.1016\/0883-9026(94)90017-5"},{"key":"IJESMA.2019070101-65","doi-asserted-by":"publisher","DOI":"10.1023\/A:1024114907150"},{"key":"IJESMA.2019070101-66","author":"H.Meffert","year":"1986","journal-title":"Marketing. Grundlagen der Absatzpolitik"},{"key":"IJESMA.2019070101-67","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijme.2017.12.001"},{"key":"IJESMA.2019070101-68","author":"H.M\u00fchlbacher","year":"2006","journal-title":"International Marketing. A Global Perspective"},{"key":"IJESMA.2019070101-69","doi-asserted-by":"publisher","DOI":"10.1108\/JEIM-04-2016-0088"},{"key":"IJESMA.2019070101-70","doi-asserted-by":"publisher","DOI":"10.1108\/02651331311298573"},{"key":"IJESMA.2019070101-71","doi-asserted-by":"publisher","DOI":"10.4018\/978-1-59904-863-5.ch035"},{"key":"IJESMA.2019070101-72","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8490193"},{"key":"IJESMA.2019070101-73","doi-asserted-by":"crossref","DOI":"10.36198\/9783838584812","author":"M.Perlitz","year":"2013","journal-title":"Internationales Management"},{"issue":"2","key":"IJESMA.2019070101-74","first-page":"207","article-title":"The internet and foreign market expansion by firms.","volume":"42","author":"B.Petersen","year":"2002","journal-title":"Management International Review"},{"key":"IJESMA.2019070101-75","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2013.10.013"},{"key":"IJESMA.2019070101-76","author":"P. R.Smith","year":"2016","journal-title":"Marketing Communications: Offline and Online Integration, Engagement and Analytics"},{"key":"IJESMA.2019070101-77","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8490203"},{"key":"IJESMA.2019070101-78","doi-asserted-by":"publisher","DOI":"10.1108\/JSBED-05-2013-0073"},{"key":"IJESMA.2019070101-79","doi-asserted-by":"publisher","DOI":"10.1108\/02651331311321963"},{"key":"IJESMA.2019070101-80","doi-asserted-by":"publisher","DOI":"10.1108\/MIP-09-2014-0169"},{"key":"IJESMA.2019070101-81","doi-asserted-by":"publisher","DOI":"10.1002\/smj.243"},{"key":"IJESMA.2019070101-82","unstructured":"Wach, K., & Wehrmann, C. (2014). Entrepreneurship in International Business: International Entrepreneurship as the Intersection of Two Fields. In A.S. Gubik & K. Wach (Eds.), International Entrepreneurship and Corporate Growth in Visegrad Countries (pp. 9-22), University of Miskolc, Mickolc."},{"key":"IJESMA.2019070101-83","doi-asserted-by":"publisher","DOI":"10.1177\/009365096023001001"},{"key":"IJESMA.2019070101-84","doi-asserted-by":"publisher","DOI":"10.1016\/j.tele.2016.03.005"},{"key":"IJESMA.2019070101-85","doi-asserted-by":"publisher","DOI":"10.1177\/030630708801400203"},{"issue":"2","key":"IJESMA.2019070101-86","first-page":"34","article-title":"Internationalization of small firms: An examination of export competitive patterns, firm size, and export performance.","volume":"38","author":"J. A.Wolff","year":"2000","journal-title":"Journal of Small Business Management"},{"key":"IJESMA.2019070101-87","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8400118"}],"container-title":["International Journal of E-Services and Mobile Applications"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=228960","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2023,9,16]],"date-time":"2023-09-16T15:32:59Z","timestamp":1694878379000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/IJESMA.2019070101"}},"subtitle":["The Case of SMEs in Poland"],"short-title":[],"issued":{"date-parts":[[2019,7,1]]},"references-count":88,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2019,7]]}},"URL":"https:\/\/doi.org\/10.4018\/ijesma.2019070101","relation":{},"ISSN":["1941-627X","1941-6288"],"issn-type":[{"value":"1941-627X","type":"print"},{"value":"1941-6288","type":"electronic"}],"subject":[],"published":{"date-parts":[[2019,7,1]]}}}