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Social Media Technologies and Export Marketing

  • Frederick Avornyo
  • Mahmoud Abdulai Mahmoud
  • Ogechi Adeola
  • Robert Ebo Hinson
  • Richard Boateng
Chapter

Abstract

Firms are internationalising, leveraging on social media marketing, but scholars posit that technology solely cannot lead to export performance unless it is integrated with other strategic resources. Using the resource-advantage theory, this chapter seeks to address the question on the appropriate resource combinations enabling firms to achieve export performance. It further introduces export relationship performance as a dimension for evaluating the performance of exporting small- and medium-scale enterprises on social media. Additionally, the chapter presents a framework on social media export marketing performance capabilities.

Keywords

Social media marketing Resources Capabilities Performance 

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Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Frederick Avornyo
    • 1
  • Mahmoud Abdulai Mahmoud
    • 1
  • Ogechi Adeola
    • 2
  • Robert Ebo Hinson
    • 1
  • Richard Boateng
    • 1
  1. 1.University of Ghana Business SchoolAccraGhana
  2. 2.Pan-Atlantic UniversityLagosNigeria

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