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Social Media Technologies and Export Marketing

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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.

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Author information

Authors and Affiliations

  1. University of Ghana Business School, Accra, Ghana

    Frederick Avornyo, Mahmoud Abdulai Mahmoud, Robert Ebo Hinson & Richard Boateng

  2. Pan-Atlantic University, Lagos, Nigeria

    Ogechi Adeola

Authors
  1. Frederick Avornyo
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  2. Mahmoud Abdulai Mahmoud
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  3. Ogechi Adeola
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  4. Robert Ebo Hinson
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  5. Richard Boateng
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Editors and Affiliations

  1. Fort Hays State University, Hays, KS, USA

    Babu George

  2. University of Puerto Rico, San Juan, Puerto Rico

    Justin Paul

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Avornyo, F., Mahmoud, M.A., Adeola, O., Hinson, R.E., Boateng, R. (2020). Social Media Technologies and Export Marketing. In: George, B., Paul, J. (eds) Digital Transformation in Business and Society. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-08277-2_5

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