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Cultural Determinants of Social Media Use in World Markets

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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)

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.

Suggested Citation

  • Wąsowicz-Zaborek Elżbieta, 2020. "Cultural Determinants of Social Media Use in World Markets," Folia Oeconomica Stetinensia, Sciendo, vol. 20(2), pages 423-435, December.
    • Handle: RePEc:vrs:foeste:v:20:y:2020:i:2:p:423-435:n:16
    DOI: 10.2478/foli-2020-0057
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    More about this item

    Keywords

    social media; cultural dimensions; national culture; polynomial regression;
    All these keywords.

    JEL classification:

    • F2 - International Economics - - International Factor Movements and International Business
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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