Editorial

The paper investigates how engagement in social media marketing of a company's main brand in the key foreign market is related to its brand and firm performance. The analysis reveals the overall effect of social media use in international branding is positive, with brand-image creation and market research being significant contributors to brand and firm performance in the foreign market. Of the two antecedents of social media international marketing engagement, customer orientation is significant for all firms, while brand orientation is meaningful only for those with foreign capital.