Social media platforms use in startups’ international marketing strategies: a multiple case study

PurposeThis paper aims to investigate how social media support startups in accessing international markets and interacting with foreign customers and stakeholders, focusing primarily on the social network LinkedIn.Design/methodology/approachGiven the explorative research aim, the paper adopts a mult...

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Bibliographic Details
Published in:International marketing review 2024-10, Vol.41 (5), p.1074-1101
Main Authors: Olivieri, Mirko, Testa, Ginevra
Format: Article
Language:English
Subjects:
Case studies
Communication
Computer platforms
Consumer behavior
Consumers
Corporate image
Customers
Entrepreneurs
Globalization
International markets
Literature reviews
Market strategy
Marketing
Social networks
Stakeholders
Startups
User behavior
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