The Role of Social Media in the Internationalization of B2B Companies

• Type: Chapter or Part of a Book
• Date: 2025

Authors

Teixeira, CP (Author) Other; Oliveira, ZM (Author) Other; Barbosa, B (Author) FEP

Book

Title: Marketing Strategies for the Internationalization of Businesses and Brands

Pages: 217-244

ISBN: 9798337317878

Electronic ISBN: 9798337317892

Other information

Authenticus ID: P-019-XBM

DOI: 10.4018/979-8-3373-1787-8.ch007

Abstract (EN): <jats:p>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.</jats:p>

Language: English

Type (Professor's evaluation): Scientific