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The Role of Social Media in the Internationalization of B2B Companies
Abstract
The main aim of this chapter is to explore the role of social media in the internationalization of business-to-business (B2B) companies, addressing a remaining gap in the literature. It includes a qualitative study, where data from semi-structured interviews was subject to thematic content analysis. The study found that social media acts as a facilitator of internationalization in the B2B setting. While social media alone does not determine the success of internationalization efforts, it has become an essential tool for firms seeking to engage with global markets and maintain a competitive edge.The study provides relevant insights for managers, recommending that businesses should track social media performance to understand its impact on internationalization efforts and adjust strategies accordingly.
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