Internationalization Via Instagram: An Exploratory Study of Small and Medium Enterprises

This study used content analyzed ten Australian Small and Medium Enterprises (SME) sites for their brand awareness, communication, information, integration and cultural awareness to examine how best they use Instagram to internationalize. In this study, the internationalization process was provided...

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Bibliographic Details
Published in:Contemporary Management Research 2020, Vol.16 (2), p.077-121
Main Authors: Sukunesan, Suku, Selvarajah, Christopher, Mellstrom, Zelda
Format: Article
Language:English
Subjects:
Absorptive capacity
Communication
Competition
Competitive advantage
Customer created content
Entrepreneurship
GDP
Globalization
Gross Domestic Product
Instagram
Internationalisation
Internet
Leapfrogging
Market entry
Small & medium sized enterprises-SME
SMEs
Social networks
Technological change
Web 2.0
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Summary:This study used content analyzed ten Australian Small and Medium Enterprises (SME) sites for their brand awareness, communication, information, integration and cultural awareness to examine how best they use Instagram to internationalize. In this study, the internationalization process was provided through engaging a 3-stage internationalization process model (no plans to export, potential exporter, exporters) and, training outcomes were identified. Findings showed that owing to reduced barriers of engaging with overseas market, SMEs with the higher brand and cultural awareness, and acceptable online communication practices were primed for internationalization while SMEs who had poor business integration were negatively viewed for internationalization. These findings have implications for theory and practice.
ISSN:1813-5498
1813-5498
DOI:10.7903/CMR.19811