Social media adoption and export intensity: the moderating role of firm size
Yazarlar (4)
Prof. Dr. Zelha ALTINKAYA Yalova Üniversitesi, Türkiye
Mustafa Kemal Yılmaz İbn Haldun Üniversitesi, Türkiye
Prof. Dr. Mine AKSOY KAVALCI Yalova Üniversitesi, Türkiye
Dr. Öğr. Üyesi Zekeriya Oğuz SEÇME Yalova Üniversitesi, Türkiye
Makale Türü Özgün Makale (ESCI dergilerinde yayınlanan tam makale)
Dergi Adı Review of International Business and Strategy
Dergi ISSN 2059-6014 Wos Dergi Scopus Dergi
Dergi Tarandığı Indeksler SCOPUS, ESCI
Makale Dili İngilizce Basım Tarihi 01-2024
Cilt / Sayı / Sayfa 34 / 1 / 102–125 DOI 10.1108/RIBS-02-2023-0016
Makale Linki https://www.emerald.com/insight/content/doi/10.1108/RIBS-02-2023-0016/full/html
Özet

Purpose
Social media (SM) networks offer a golden opportunity for firms that particularly engage in international activities to set up sustainable customer relationships and improve competitiveness. The purpose of this study is to examine the influence of SM adoption on the export intensity (EI) of firms listed on Borsa Istanbul (BIST) for the years 2010–2020. The authors use social media index (SMI) to measure SM adoption and firm size (FSize) as a moderator on exploring the interaction of SM and EI.


Design/methodology/approach
Using a sample of 150 firms listed on the BIST Industrials Index, this study explores how the adoption of SM affects EI by using panel data analysis over the period of 2010–2020.


Findings
The results indicate that the SMI has a positive and significant effect on the EI. FSize positively moderates the interaction of SMI and EI, indicating that large firms benefit more from the SM in increasing export performance. The findings reflect high potential of EI improvement through adopting right SM policies in emerging markets.


Research limitations/implications
The sample covers only public companies listed on the BIST Industrials Index. Future studies may extend the coverage and include multiple emerging markets to draw generalized results for the export-oriented firms. This research also analyzes solely four SM networks, i.e. Facebook, Instagram, Twitter and YouTube. However, there are many other SM networks that firms use in online marketing in foreign markets. Finally, this research did not discuss the potential factors that could influence the use of SM in emerging market firms.


Practical implications
This study denotes the significant role of SM adoption on the EI of firms in an emerging market setting from the perspective of resource-based view. It presents an insightful approach in understanding the mission played by SM networks in enhancing the EI of Turkish firms. Policymakers may use the findings to develop public support programs to promote the adoption and implementation of the SM among exporting firms in emerging markets.


Originality/value
The study provides evidence on the effects of SM adoption on the EI from the perspective of emerging countries. It also helps to gain a deeper understanding of how different SM platforms contribute to the internationalization of firms.
Anahtar Kelimeler
Export intensity | Facebook | Instagram | Social-media | Turkey | Twitter | YouTube
BM Sürdürülebilir Kalkınma Amaçları
Atıf Sayıları
Scopus 5
Social media adoption and export intensity: the moderating role of firm size

Paylaş

İletişim
  • Yalova Üniversitesi Rektörlüğü, Bahçelievler Mah. Çınarcık Yolu Caddesi No: 26 Merkez - YALOVA, 77200
  • unis@yalova.edu.tr 0226 815 50 00
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