The impact of social media use on the internationalisation of SMEs

Abstract

Social media (SM) are one of the marketing tools growing in importance with increasing digitalisation. Companies use marketing to increase interest in their services or reach new customers. Therefore, SM can help companies access a new international market. The aim of this paper is to determine the impact of SM as a marketing strategy tool to gain a new market in the process of internationalisation of SMEs in the countries of Visegrad Four. The paper also evaluates differences in SM approaches according to the selected factors. To obtain relevant data, Tomas Bata University in Zlín organised empirical research in 2019-2020. The online form of the questionnaire was distributed among randomly selected SMEs. In total, 1,585 managers’ responses were analysed. The t-test was performed to compare means and the chi-square test was used to assess differences between variables. Data analysis was performed with SPSS 23 software. A statistically significant difference was found in the perception of the impact of SM on business performance. No statistically significant differences were shown in the case of SM use and the relation to internationalisation.

Social Networks as a Tool for Entrepreneurship in the Conditions of the Economy of Impressions

“…The development of entrepreneurship in the online environment has led to increased attention of scientists in this area. Thus, both domestic and foreign scientists such as Z. Wilger, J. Kramolish, N. Kapolupo [1], E. Ikechukwu, A. Emmanuel, I. Edjikeme [2], pay attention to the functioning of enterprises on the Internet. Sadigov [3], A. Hamvon [4], D. Tavorn, P. Trichob, V. Klongtong, C. Ngamkroekjoti [5], I. Otenko [6], S. Ilyashenko [7], O. Belovodskaya [8], T. Ilchenko [9], D. Doroshkevich [10] and others.…”

“…Sadigov [3], A. Hamvon [4], D. Tavorn, P. Trichob, V. Klongtong, C. Ngamkroekjoti [5], I. Otenko [6], S. Ilyashenko [7], O. Belovodskaya [8], T. Ilchenko [9], D. Doroshkevich [10] and others. It should be noted that, for example, Z. Wilger, J. Kramolish and N. Kapolupo in their work "The impact of social media on the internationalization of SMM" [1] identify the impact of social media as a tool of marketing strategy in the economy of impressions to conquer new markets. The authors present the results of an empirical study for 2019-2020 to assess the differences in approaches to social networks according to some factors.…”

Demand forecasting: AI-based, statistical and hybrid models vs practice-based models - the case of SMEs and large enterprises

“…Smaller enterprises can perceive the higher related costs and the need to employ experts as a specific constraint in using more complex methods. This peculiarity is typical for current business activity, even considering the increasing demand for IT products implementation in business management (Balcerak & Woźniak, 2021;Luchko, Arzamasova & Vovk, 2019;Roshchyk et al, 2022;Szeiner et al, 2022), including artificial intelligence-based ones (Bencsik, 2021;Šuleř & Machová, 2020) and other digital tools of modeling and data collection within management systems in enterprises (Adda et la., 2021;Akimova et al, 2020;Bilan et al, 2017;Mura & Hajduová, 2021;Virglerová et al, 2022;Jeza & Lekhanya, 2022). Therefore, we also perform a multicriteria evaluation of the models in this study.…”

The Effectiveness of Digital Marketing: A Case Study of One Bowl Soup MSMEs

“…Marketing through social media such as Instagram or Facebook can create a new direction for MSMEs to connect with their customers (Abbasi et al, 2022). Viglerová et al (2022) stated several pillars as the main characteristics of marketing through social media, such as internet applications, electronic word-of-mouth (E-WoM), and interaction. It was evidenced by Fahmi et al (2022) and Asnawati et al (2022) who suggested that social media marketing can increase brand image globally and E-WoM significantly influences company marketing.…”