Social media resources and export performance: the role of trust and commitment

Abstract

PurposeThe study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model.Design/methodology/approachA quantitative survey design was employed for this study. Empirical data for this paper were drawn from 210 exporting firms in Ghana, using purposive sampling technique. The hypothesized links were analyzed using structural equation modeling.FindingsThe result of this study reveals that social media resources and marketing capabilities directly influence export performance and indirectly through commitment and trust.Originality/valueTo the best of the authors’ knowledge, this study is among the first to attempt to use an integrated model (resource-based view and commitment-trust theory) to understand and explain an international marketing phenomenon. By concentrating on Ghana, the study offers new insights regarding the pathway for exporting firms in emerging markets.

Knowledge sharing in international markets for product and process innovation: moderating role of firm's absorptive capacity

“…In this context, knowledge management with appropriate marketing capabilities can be considered an appropriate driver to internationalize a firm's business and to sustain its competitive advantage (Andersson et al , 2020; Del Giudice and Della Peruta, 2016; Majumdar et al , 2020). Compared to traditional firms, knowledge-intensive firms are found to be more successful at achieving a structured, robust process to internationalize business from the perspective of product and process innovation (Bhattacharya and Chatterjee, 2020; Ibeh et al , 2019; Kuivalainen et al , 2004; Mahmoud et al , 2020). Effective knowledge management, with appropriate marketing capabilities in the environment of open product and process innovation, is considered vital for the firms to sustain competitive advantage in the international market (Nguyen et al , 2020; Rana et al , 2021; Santoro et al , 2018; Vrontis et al , 2017).…”

“…Thus, multinational firms need international marketing strategies to nurture a complex and dynamic market situation in the context of knowledge management to develop their absorptive capacity to understand and appropriately utilize the local as well as the global business culture (Berthon et al , 2012; Kar and Chatterjee, 2020; Mahmoud et al , 2020). To become successful in MKM in the international market, knowledge needs to be shared across the subsidiaries of a multinational firm, and the subsidiaries, through their different dynamic abilities (Cohen and Levinthal, 1990; Zahra and George, 2002), must have the capacity to absorb such knowledge, recognizing its value, assimilating it and applying it for commercial gain, and to sustain competitive advantage (Ghosh et al , 2019; Rafique et al , 2018).…”

“…Some studies have dealt with the process and technique for achieving competitive advantage in the international marketing context. But studies covering several international business phenomena, mentioned above, that could bridge the nexus between international marketing growth and the existing MKM practices remain underexplored (Cadogan, 2012; Mahmoud et al , 2020). This background has motivated us to study how knowledge sharing, supported by the absorptive capacity and the dynamic abilities of the subsidiaries of multinational firms, would impact product and process innovation (Chaudhuri et al , 2019; Ghosh et al , 2020b).…”

Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers

“…From the international marketing perspective (Mahmoud et al, 2020;Magni et al, 2021), by using social media in their international advertising and by listening and observing consumers' behaviour, companies can expand globally and customise products/services, thus making it possible to enhance the relationship with their customers (Okazaki and Taylor, 2013). Social media are generally defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user generated content" (Kaplan and Haenlein, 2010, p. 61).…”

“…The gathering and analysis of huge amount of data from consumers, the ubiquity of these tools that allow instant communication and the cost reduction associated with physical distance have entirely altered the landscape for international competition. From the international marketing perspective (Mahmoud et al , 2020; Magni et al. , 2021), by using social media in their international advertising and by listening and observing consumers' behaviour, companies can expand globally and customise products/services, thus making it possible to enhance the relationship with their customers (Okazaki and Taylor, 2013).…”