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The Effect of Social Media Adoption on Exporting Firms’ Performance

Entrepreneurship in International Marketing

ISBN: 978-1-78441-448-1, eISBN: 978-1-78441-447-4

Publication date: 31 January 2015


This paper aims to examine the extent to which social media competence (SMC) determines exporting companies’ actual adoption of social media applications, which eventually might impact these firms’ performance. Quantitative study where data were collected through a web-based survey addressed to Spanish exporters. SEM is employed for testing the hypotheses. SMC has an influence on the firm’s actual use of these social media applications, which in turn has an impact on the firm’s performance. However, the intention to use social media applications mediates the relationship between the firm’s SMC and its social media usage.




The authors wish to acknowledge the financial support received to conduct this research from the Spanish Ministry of Science and Technology (Project ECO2010-21242-C03-01).


Alarcón, M.d.C., Rialp, A. and Rialp, J. (2015), "The Effect of Social Media Adoption on Exporting Firms’ Performance", Entrepreneurship in International Marketing (Advances in International Marketing, Vol. 25), Emerald Group Publishing Limited, Leeds, pp. 161-186.



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