The Role of Social Networks in the Internationalisation of Startups: LinkedIn in Portuguese Context

Almeida Fernando () and Santos José Duarte
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Almeida Fernando: Universidade do Porto, INESC TEC, Porto, Portugal
Santos José Duarte: Instituto Superior Politécnico Gaya, Portugal

Management & Marketing, 2020, vol. 15, issue 3, 345-363

Abstract: This study aims to explore the role of social networks in the internationalisation of startups. For this purpose, the social network LinkedIn is used, and two case studies of Portuguese technological startups are employed. The findings indicate that social networks can contribute to the acceleration of the internationalisation process and decrease their costs. Their relevance is greater in the initial phase of the internationalisation process. However, its relevance is limited in more advanced phases of this process. LinkedIn can be used by startups to obtain several benefits such as brand awareness, identification of new opportunities, customer feedback, among others. The results of this study are essentially useful in a practical dimension for companies that plan to start or improve their internationalisation process sustained on social networks.

Keywords: social networks; internationalisation; digital marketing; start-ups; social media content; LinkedIn (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:15:y:2020:i:3:p:345-363:n:1

DOI: 10.2478/mmcks-2020-0020

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