Social Media Technologies and Export Marketing

Frederick Avornyo, Mahmoud Abdulai Mahmoud (), Ogechi Adeola (), Robert Ebo Hinson and Richard Boateng ()
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Frederick Avornyo: University of Ghana Business School
Mahmoud Abdulai Mahmoud: University of Ghana Business School
Ogechi Adeola: Pan-Atlantic University
Robert Ebo Hinson: University of Ghana Business School
Richard Boateng: University of Ghana Business School

Chapter Chapter 5 in Digital Transformation in Business and Society, 2020, pp 83-102 from Springer

Abstract: Abstract Firms are internationalising, leveraging on social media marketing, but scholars posit that technology solely cannot lead to export performance unless it is integrated with other strategic resources. Using the resource-advantage theory, this chapter seeks to address the question on the appropriate resource combinations enabling firms to achieve export performance. It further introduces export relationship performance as a dimension for evaluating the performance of exporting small- and medium-scale enterprises on social media. Additionally, the chapter presents a framework on social media export marketing performance capabilities.

Keywords: Social media marketing; Resources; Capabilities; Performance (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-08277-2_5

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