社交媒体的采用和出口强度:企业规模的调节作用

IF 3.2 Q2 BUSINESS
Zelha Altinkaya, Mustafa Kemal Yilmaz, Mine Aksoy, Zekeriya Oguz Secme
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引用次数: 0

摘要

社会媒体(SM)网络为企业提供了一个黄金机会,特别是从事国际活动,建立可持续的客户关系,提高竞争力。本研究的目的是检验SM采用对2010-2020年伊斯坦布尔证券交易所(BIST)上市公司出口强度(EI)的影响。本研究以社交媒体指数(SMI)衡量企业对社交媒体的采用,并以企业规模(FSize)作为调节因子,探讨社交媒体与企业情商的互动关系。本研究以BIST工业指数中的150家公司为样本,通过2010-2020年的面板数据分析,探讨了SM的采用对EI的影响。结果表明,重度精神障碍对学生的情绪情绪有显著的正向影响。FSize正向调节SMI和EI的相互作用,表明大企业在提高出口绩效方面从SM中获益更多。研究结果反映了新兴市场通过采取正确的SM政策提高EI的巨大潜力。研究局限/启示本样本仅涵盖在BIST工业指数中上市的上市公司。未来的研究可能会扩大覆盖范围,包括多个新兴市场,以得出出口导向型企业的一般结果。这项研究也只分析了四个SM网络,即Facebook, Instagram, Twitter和YouTube。然而,还有许多其他SM网络,公司在国外市场的在线营销中使用。最后,本研究没有讨论可能影响SM在新兴市场企业使用的潜在因素。实践意义本研究从资源基础的角度出发,揭示了新兴市场环境下企业采用SM对EI的显著影响。它提出了一种深刻的方法来理解SM网络在提高土耳其公司的EI中所扮演的使命。政策制定者可以利用研究结果制定公共支持计划,以促进新兴市场出口企业采用和实施战略管理。原创性/价值本研究从新兴国家的角度提供了SM采用对EI影响的证据。这也有助于更深入地了解不同的SM平台对企业国际化的贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social media adoption and export intensity: the moderating role of firm size
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.
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来源期刊
CiteScore
6.90
自引率
25.80%
发文量
28
期刊介绍: Review of International Business and Strategy is keen to present contemporary and innovative research that proposes new perspectives or challenges existing theories, and that advances the understanding of issues related to international business and global strategy. Themes covered by the journal include (but are not limited to): Internationalization of firms and international entrepreneurship Effects of international environment (political, social, economic and institutional) on international business activities and firm strategies Knowledge transfer strategies and innovation in MNEs Location strategies in international business activities.
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