Examining the impact of managerial involvement with social media on exporting firm performance

María del Carmen Alarcón-del-Amo, Alex Rialp-Criado, Josep Rialp-Criado

Research output: Contribution to journalArticleResearchpeer-review

30 Citations (Scopus)

Abstract

© 2017 Elsevier Ltd The growth of social media presents international businesses and marketers with unprecedented risks and challenges. Marketers are becoming aware of the threat of losing control over their message and are also beginning to realize the potential of social media as a marketing tool. Based on export managers’ beliefs about social media use outcomes, as well as their attitudes, intention to use, and actual use of these applications of Web 2.0, three groups of Spanish exporters are identified according their managerial involvement with social media tools: ‘potential in SM’, ‘initiated in SM’, and ‘expert in SM’. Considering other firm characteristics and type of sector, these three clusters of exporting firms are fully characterized and their relationship with firm performance is determined. From these results, relevant implications emerge for academic researchers, entrepreneur-managers and policy-makers.
Original languageEnglish
Pages (from-to)355-366
JournalInternational Business Review
Volume27
Issue number2
DOIs
Publication statusPublished - 1 Apr 2018

Keywords

  • Exporting firm
  • Latent segmentation
  • Performance
  • Social media

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