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External factors of new media tools' usage in personal communication across countries

Małgorzata Bartosik-Purgat (Department of International Management, Poznań University of Economics and Business, Poznań, Poland)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 8 July 2020



The key purposes of the paper are: firstly, to identify what kind of new media tools are used by managers in communication with foreign business partners for professional purposes and which, in their opinion, are the most effective, secondly, to identify the relationships between the usage of new media tools and factors that can impact such communication.


The method used in the research was IDI (Individual Depth Interview). Interviews were conducted in 334 companies that operate on the Polish market and which are active internationally (e.g. Asia, Europe, Africa, North and South America), the managers responsible for international relations were the main respondents.


The most popular and most used new media tools are Skype and instant messengers, which were evaluated as good devices for international personal communication. Additionally the results of the research emphasize the significance of cultural and economic factors when taking into account the usage of new media tools in personal communication between business partners from different companies and countries.

Practical implications

The results of the research can be useful for managers doing business internationally and communicating with business partners from different markets and cultures.


The research presented in the paper covers the gap in the literature because it relates to the environmental factors that impact upon the use of new media tools in personal business communication between partners in the international marketplace.



Scientific grant no. 2015/17/B/HS4/00309 of National Science Centre, Poland. Author thanks all the reviewers for constructive suggestions which she believes have improved the quality of the paper.


Bartosik-Purgat, M. (2020), "External factors of new media tools' usage in personal communication across countries", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print.



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