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Keywords: Cultural value
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Journal Articles
Understanding the influencing factors on firms’ social media marketing strategies development: a cross-country investigation
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2024) 41 (6): 1487–1520.
Published: 16 September 2024
... these firms, which enables us to conduct a comparative analysis of how cultural values influence the development of social media marketing strategies. Findings Our findings underscore the importance of both internal (i.e. resources and capabilities) and external (i.e. market-level and country-level...
