Dublin Core
Title
Social Media Technologies and Export Marketing
Creator
Robert Ebo Hinson
Description
Social media marketing is a major enabler of small- and medium-scale
enterprises (SMEs) venturing into the international markets (Berthon,
Pitt, Plangger, & Shapiro, 2012; Okazaki & Taylor, 2013). Social media,
as a resource to drive marketing, enables small firms with limited resources
to improve their international communication, be more efficient with
market transactions with customers abroad, achieve foreign customer satisfaction and loyalty, and generally develop international network relationships (Alarcón-del-Amo, Rialp, & Rialp, 2015). These qualities, defined
as international social media competencies by Alarcón-del-Amo et al.
(2015), lead to the rapid internationalisation of SMEs through exports
enterprises (SMEs) venturing into the international markets (Berthon,
Pitt, Plangger, & Shapiro, 2012; Okazaki & Taylor, 2013). Social media,
as a resource to drive marketing, enables small firms with limited resources
to improve their international communication, be more efficient with
market transactions with customers abroad, achieve foreign customer satisfaction and loyalty, and generally develop international network relationships (Alarcón-del-Amo, Rialp, & Rialp, 2015). These qualities, defined
as international social media competencies by Alarcón-del-Amo et al.
(2015), lead to the rapid internationalisation of SMEs through exports