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Social Media Usage and Entrepreneurial Opportunity Recognition Among Internationalising SMEs

Emmanuel Kusi Appiah (University of Vaasa, Finland)


The study explores the decision-making logics driving the usage of social media among internationalising small and medium-sized enterprises (SMEs), and how it supports entrepreneurial opportunity recognition. The author draws on qualitative data from four internationalising firms all of which had adopted social media. The findings show that causal decision-making logic is the main element driving the initial usage of social media (i.e. pre-adoption). Concerning ongoing usage, the author found evidence of both causal and effectual logic; the choice being dependent on the firm’s resources. The findings also show that both drivers of social media users have a paramount role in entrepreneurial opportunity recognition.




I acknowledge the financial support of the Foundation for Economic Education and the South Ostrobothnia Regional Fund of the Finnish Cultural Foundation.


Appiah, E.K. (2023), "Social Media Usage and Entrepreneurial Opportunity Recognition Among Internationalising SMEs", Jafari-Sadeghi, V. and Amoozad Mahdiraji, H. (Ed.) Decision-Making in International Entrepreneurship: Unveiling Cognitive Implications Towards Entrepreneurial Internationalisation (Entrepreneurial Behaviour Series), Emerald Publishing Limited, Leeds, pp. 1-30.



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