Table 3 Multi-level antecedents (i.e.... | Emerald Publishing

Table 3

Multi-level antecedents (i.e. firms, market, business and industry) of IMC

Level	Antecedents	Sources
1. Firm-level (Internal organizational capability)	Market orientation Learning orientation Customer orientation Big data–based AI analytics capability Explorative innovation Exploitative innovation Sensing ability (SEN) of the firm Cultural intelligence Social media resources Intelligent process recommendation systems Customer intelligence Marketing intelligence	Ren et al. (2021), Reimann et al. (2022), Mostafiz et al. (2024), Chatterjee et al. (2024), Hazzam and Wilkins (2022), Mahmoud et al. (2020), Zong et al. (2025)
2. Market-level (Customer/market interactions)	Product adaptation to international markets Use of social media technologies for market engagement Customer market interaction mechanisms Market responsiveness and adaptation dynamics	Bauer et al. (2020), Hazzam and Wilkins (2022)
3. Business-level (Managerial strategic decision)	Marketing communications strategy International entrepreneurial orientation International entrepreneurial culture Outside-in (OI) strategic approaches Inside-out (IO) strategic approaches Presence and strategic role of the Chief Marketing Officer (CMO)	Chang et al. (2024), Buccieri et al. (2020a, b), Asseraf and Shoham (2019), Liu et al. (2025)
4. Industry and institutional-level (External environment)	Formal institutional distance Informal institutional distance Platform's international infrastructure	Liu et al. (2025)

Level	Antecedents	Sources
1. Firm-level (Internal organizational capability)	Market orientation Learning orientation Customer orientation Big data–based AI analytics capability Explorative innovation Exploitative innovation Sensing ability (SEN) of the firm Cultural intelligence Social media resources Intelligent process recommendation systems Customer intelligence Marketing intelligence	Ren et al. (2021), Reimann et al. (2022), Mostafiz et al. (2024), Chatterjee et al. (2024), Hazzam and Wilkins (2022), Mahmoud et al. (2020), Zong et al. (2025)
2. Market-level (Customer/market interactions)	Product adaptation to international markets Use of social media technologies for market engagement Customer market interaction mechanisms Market responsiveness and adaptation dynamics	Bauer et al. (2020), Hazzam and Wilkins (2022)
3. Business-level (Managerial strategic decision)	Marketing communications strategy International entrepreneurial orientation International entrepreneurial culture Outside-in (OI) strategic approaches Inside-out (IO) strategic approaches Presence and strategic role of the Chief Marketing Officer (CMO)	Chang et al. (2024), Buccieri et al. (2020a, b), Asseraf and Shoham (2019), Liu et al. (2025)
4. Industry and institutional-level (External environment)	Formal institutional distance Informal institutional distance Platform's international infrastructure	Liu et al. (2025)

Source(s): Authors' own work