The Role of Social Networks in the Internationalisation of Startups: LinkedIn in Portuguese Context

Abstract

This study aims to explore the role of social networks in the internationalisation of startups. For this purpose, the social network LinkedIn is used, and two case studies of Portuguese technological startups are employed. The findings indicate that social networks can contribute to the acceleration of the internationalisation process and decrease their costs. Their relevance is greater in the initial phase of the internationalisation process. However, its relevance is limited in more advanced phases of this process. LinkedIn can be used by startups to obtain several benefits such as brand awareness, identification of new opportunities, customer feedback, among others. The results of this study are essentially useful in a practical dimension for companies that plan to start or improve their internationalisation process sustained on social networks.

Social media and international business: views and conceptual framing

“…, 2014). Furthermore, with social media, firms can protect and communicate their brands (Almeida and Santos, 2020; Zhang and Vos, 2014; Okazaki and Taylor, 2013). Firms may use social media to build and reinforce their brand images across the world (Okazaki and Taylor, 2013; Rienda et al.…”

“…While scholars commonly agree that social media reduces marketing costs (Alarcón et al. , 2018; Almeida and Santos, 2020; Arnone and Deprince, 2016; Bocconcelli et al. , 2017; Kiralova and Pavliceka, 2015; Pogrebnyakov, 2017; Restrepo, 2013) and suggest that setting up social media is usually free of charge and with reasonable media spends (Dervojeda et al.…”

“…, 2016), literature also shows the opposite. Digital content must be highly appealing, and the constantly growing number of followers requires qualified resources to react to their posts (Almeida and Santos, 2020; Hurmelinna-Laukkanen et al. , 2020).…”

“…Even though launching social media activity is inexpensive, firms still need employees with IT and communication skills (Almeida and Santos, 2020; Berthon et al. , 2012; Hanna et al.…”

redes sociales como estrategia de internacionalización de las MIPYMES de el Oro

“…Utilizar las redes sociales en el marketing es muy común actualmente, a los administradores, estrategas, vendedores les proporciona una mayor comunicación con el potencial cliente y se obtiene un tiempo de respuesta casi inmediato a las solicitudes de los usuarios (Almeida & Duarte, 2020); investigaciones realizadas por Hootsuite avalan el uso masivo de las redes sociales, solo en 2020 existían una población de usuarios estimadas en 3800 millones en la social network, asegurando un incremento del 49% de internautas en comparación con el año anterior (Hootsuite,2020).…”