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Keywords: Social media marketing strategies
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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
...Fangfang Li; Susana C. Silva; Jorma Larimo Purpose The purpose of this paper is to investigate the factors influencing the development of social media marketing strategy in an international context. We specifically look at the potential drivers and barriers throughout the social media marketing...
