IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-030-08277-2_5.html
   My bibliography  Save this book chapter

Social Media Technologies and Export Marketing

In: Digital Transformation in Business and Society

Author

Listed:
  • 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)

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.

Suggested Citation

  • Frederick Avornyo & Mahmoud Abdulai Mahmoud & Ogechi Adeola & Robert Ebo Hinson & Richard Boateng, 2020. "Social Media Technologies and Export Marketing," Springer Books, in: Babu George & Justin Paul (ed.), Digital Transformation in Business and Society, chapter 0, pages 83-102, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-08277-2_5
    DOI: 10.1007/978-3-030-08277-2_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-030-08277-2_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.