The Use of Social Media in Communication with Foreign Customers – Case Studies of the Polish Brands
The Use of Social Media in Communication with Foreign Customers – Case Studies of the Polish Brands

Summary/Abstract: The purpose of this paper is to examine why Polish firms apply social mediain their brands’ communication with foreign audience, what strategies they follow, and what benefits do they expect. The qualitative approach using case studies of 5 Polish firms were adopted. A thematic content analysis of interviews’ transcripts was employed to identify key issues. A model of application of social media in the international marketing was developed. Paper provides preliminary evidence about the social media marketing strategies of Polish firms in the foreign markets.

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