Social media adoption and export intensity: The moderating role of firm size

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dc.authorid0000-0002-6964-7182
dc.authorid0000-0001-6036-0559
dc.authorid0000-0002-4773-1770
dc.authorscopusid56664504200
dc.authorscopusid57214083720
dc.authorscopusid45160937100
dc.authorscopusid58563124600
dc.contributor.authorAltınkaya, Zelha
dc.contributor.authorYılmaz, Mustafa Kemal
dc.contributor.authorAksoy, Mine
dc.contributor.authorSeçme, Zekeriya Oğuz
dc.contributor.otherYönetim Bilimleri Fakültesi, İşletme Bölümü
dc.date.accessioned2023-11-16T08:57:44Z
dc.date.available2023-11-16T08:57:44Z
dc.date.issued2023
dc.departmentİHÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractPurpose: 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.
dc.identifier.citationAltınkaya, Z., Yılmaz, M. K., Aksoy, M. ve Seçme, Z. O. (2023). Social media adoption and export intensity: The moderating role of firm size. Review of International Business and Strategy. https://www.doi.org/10.1108/RIBS-02-2023-0016
dc.identifier.doi10.1108/RIBS-02-2023-0016
dc.identifier.issn2059-6014
dc.identifier.scopus2-s2.0-85169798350
dc.identifier.scopusqualityQ2
dc.identifier.urihttps://www.doi.org/10.1108/RIBS-02-2023-0016
dc.identifier.urihttps://hdl.handle.net/20.500.12154/2442
dc.identifier.wosWOS:001131179500008
dc.identifier.wosqualityQ3
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.institutionauthorYılmaz, Mustafa Kemal
dc.institutionauthorid0000-0001-6036-0559
dc.language.isoen
dc.publisherEmerald Publishing
dc.relation.ispartofReview of International Business and Strategy
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectExport Intensity
dc.subjectFacebook
dc.subjectInstagram
dc.subjectSocial-Media
dc.subjectTurkey
dc.subjectTwitter
dc.subjectYouTube
dc.titleSocial media adoption and export intensity: The moderating role of firm size
dc.typeArticle
dspace.entity.typePublication
relation.isAuthorOfPublication9b408141-b1c4-485b-8f06-14ff4eccc6a7
relation.isAuthorOfPublication.latestForDiscovery9b408141-b1c4-485b-8f06-14ff4eccc6a7
relation.isOrgUnitOfPublicationc9253b76-6094-4836-ac99-2fcd5392d68f
relation.isOrgUnitOfPublication.latestForDiscoveryc9253b76-6094-4836-ac99-2fcd5392d68f

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