Entrepreneurs’ Social Ties and International Digital Entrepreneurial Marketing in Small and Medium-Sized Enterprise Internationalization

Man Yang*, Peter Gabrielsson, Svante Andersson

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

2 Citations (Scopus)

Abstract

Digitalization has enabled entrepreneurs to adopt digital tools to create opportunities and reach customers in international markets. Yet, the understanding of international digital entrepreneurial marketing in the global marketplace is limited. Drawing on social network theory, the authors investigate how entrepreneurs’ social ties and firms’ international digital entrepreneurial marketing influence small and medium-sized enterprise (SME) internationalization. Based on multiple case study methodology, the results suggest that entrepreneurs’ bonding and bridging ties facilitate different dimensions of international digital entrepreneurial marketing. That further enhances the intensity and geographic scope of SME internationalization. SME internationalization also reinforces entrepreneurs’ accumulation of social ties. This study contributes to international marketing research by developing the dimensions of the international digital entrepreneurial marketing concept and exploring its important role in SME internationalization.
Original languageEnglish
Peer-reviewed scientific journalJournal of International Marketing
Volume31
Issue number4
Pages (from-to)1-22
Number of pages22
ISSN1069-031X
DOIs
Publication statusPublished - 11.05.2023
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • international digital entrepreneurial marketing
  • SME internationalization
  • entrepreneurs
  • social ties
  • qualitative case study

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoHP: Strategic and entrepreneurial praxis

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