Social media and international business: views and conceptual framing

نویسندگان

چکیده

Purpose The objective of this paper is to increase understanding social media in international business context. To end, the authors make an attempt integrate existing, still somewhat limited views a framework that advances knowledge scholars and decision-makers on topic. Design/methodology/approach conduct conceptual study supported by use systematic literature review method. Findings This shows marketing as dominant area discussion reveals many firm functions where plays role have received relatively little attention. Furthermore, positive features activity tend be more widely acknowledged better understood than potentially problematic aspects. Research limitations/implications number articles analyzed was small, resonating with nature emerging research area. has only taken off over last years, it understandable there connects specifically phenomena business. Practical implications reminds managers cautious when using markets. relationship between exhibits dynamism dependent variety factors. Social does not come without costs, nor easily transferred from one market another. Efficient context may need specific qualified human resources, necessitate having whole process R&D delivery, beyond, ready for adaptation. Originality/value It can argued we know too about relevant factors relationships hope revealing scarcely studied aspects suggesting tentative capturing dynamics guide subsequent accelerate its emergence.

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ژورنال

عنوان ژورنال: International Marketing Review

سال: 2022

ISSN: ['0265-1335', '1758-6763']

DOI: https://doi.org/10.1108/imr-06-2021-0191