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Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Research Authors
Riyad Eid, Ziad Abdelmoety, Gomaa Agag
Research Date
Research Journal
Journal of Business & Industrial Marketing
Research Publisher
EMERALD
Research Vol
35
Research Year
2020
Research_Pages
284–305
Research Abstract

The social media have enabled companies to reach out to global markets and provided them with the opportunity to customize their strategies and offerings in an unprecedented way. Given the scant empirical evaluation of social media use in the small- and medium-sized enterprises (SMEs) business-to-business (B-to-B) context, this paper aims to offer a comprehensive description of the antecedents and consequences of social media use in international B-to-B SMEs and the way in which this use affects their export performance.