The Social Networking Sites within the Belgian SMEs at international
Keywords:
Réseaux sociaux numériques, usage informationnel, usage relationnel, PME, InternationalisationAbstract
Social media have become essential tools for companies both internally and externally. These tools are often mobilized to communicate, facilitate knowledge transfer, gain visibility, collect information, develop, and maintain collaborations. However, most studies dealing with the use of social media have analyzed the individual perspective and, to a lesser extent, the firm perspective. This paper therefore enhances the research on the use of social media by companies. More specifically, it examines the use of social networking sites (SNS) in the international development of small and medium-sized enterprises (SMEs). Through the main internationalization theoretical approaches, we identify the criteria of SMEs internationalization and analyze their impact on the use of SNS. We thus highlight the relationship between internationalization approaches and the use of SNS. The quantitative study conducted in this research is based on a survey of 359 internationally active Belgian SMEs. The results showed that SNS are widely used during the international expansion of SMEs. The age, performance and the SME’s perception of distance define the place of SNS in the internationalization strategy. Our analyses also indicate that SNS are used for both informational and relational benefits.
References
Acedo, F. J., Jones, M. V. (2007), «Speed Of Internationalization And Entrepreneurial Cognition: Insights And A Comparison Between International New Ventures, Exporters And Domestic Firms». Journal of World Business, Vol. 42, n°3, p. 236–252.
Axinn, C. N., Matthyssens, P. (2002), « Viewpoint: Limits of Internationalization Theories In An Unlimited World». International Marketing Review, Vol.19, n°4/5, p. 436–449.
Baldegger, J. R., Schueffel, P. (2009), « Le comportement d’internationalisation des PME suisses : Born global et internationalisation progressive », Revue internationale P.M.E., Vol.22, n°1, p. 9–45.
Barlette Y., Jaouen A. (2019), « Do It Yourself or Get It Done? Enhancing SME Ceos’ Decision-Making Regarding Information Security », Systèmes d’Information et Management, vol. 24, n°3, p. 7-40.
Barnes, D., Clear, F., Dyerson, R., Harindranath, G., Harris, L., Rae, A. (2012), «Web 2.0 And Micro-Businesses: An Exploratory Investigation», Journal of small business and Enterprise development, Vol.19, n°4, p. 687-711.
Bell, J., McNaughton, R., Young, S. (2001), « Born-Again Global’firms: An Extension to The ‘Born Global’phenomenon», Journal of international management, Vol. 7, n°3, p. 173-189.
Bell, J., Loane, S. (2010), «New-Wave’ Global Firms: Web 2.0 And SME Internationalization », Journal of marketing management. Vol.26, n°3-4, p. 213-229.
Bidan M., Rowe F., Truex D. (2012), « An Empirical Study of IS Architectures In French Smes: Integration Approaches”, European Journal of Information Systems, vol. 21, n°3, p. 287-302.
Björkman. I., Eklund, M. (1996), «The Sequence of Operational Modes Used By Finnish Investors In Germany», Journal of International Marketing, Vol.4, n°1, p. 33-55.
Boyd D., Ellison N. (2007), «Social Network Sites: Definition, History, And scholarship », Journal of Computer-Mediated Communication, vol. 13, n°1, p. 210-230.
Cabrol, M., Nlemvo, F. (2012), «Diversité de comportement des entreprises à internationalisation précoce et rapide : essai de validation d'une typologie», Revue de l’entrepreunariat, Vol.11, n°3, p.111-136.
Casillas, J. C., Acedo, F. J. (2013), «Speed In The Internationalization Process Of The Firm», International Journal of Management Reviews, Vol.15, n°1, p.15-29.
Casillas, J. C., Moreno-Menéndez, A. M. (2014), «Speed of The Internationalization Process: The Role of Diversity And Depth In Experiential Learning», Journal of International Business Studies, Vol.45, n°1, p. 85–101.
Che Senik, Z., Scott-Ladd, B., Entrekin, L., Akmaliah A. K. (2011), «Networking and Internationalization of SMEs In Emerging Economies», Journal of International Entrepreneurship, Vol.9, n°4, p. 259-281.
Chetty S., Campbell-Hunt C. (2004), «A Strategic Approach to Internationalization: A Traditional Versus A “Born-Global” Approach», Journal of International Marketing, Vol.12, n°1, p.57-81.
Chetty, S., Johanson, M., Martin Martin, O. (2014), «Speed of Internationalization: Conceptualization, Measurement and Validation», Journal of World Business, Vol.49, n°4, p. 633–650.
Coeurderoy, R., Murray, G. (2008), «Regulatory Environments and The Location Decision: Evidence from The Early Foreign Market Entries of New-Technology-Based Firms», Journal of International Business Studies, Vol.39, n°4, p. 670–687.
Costa, E., Soares, A. L., Sousa, J. P. (2017), «Institutional Networks for Supporting the Internationalisation Of SMEs: The Case of Industrial Business Associations», Journal of Business & Industrial Marketing, Vol.32, n°8, p.1182-1202.
Curtis, L., Edwards, C., Fraser, K.L., Gudelsky, S., Holmquist, J., Thornton, K., Sweetser, K.D. (2010), « Adoption Of Social Media For Public Relations By Non-Profit Organizations », Public Relations Review, Vol. 36, n°1, p. 90–92.
D’Angelo, A., Majocchi, A., Zucchella, A., Buck, T. (2013), «Geographical Pathways for SME Internationalization: Insights from An Italian Sample», International Marketing Review, Vol.30, p.80–105.
De Oliveira Brasil, M. V., Ogasavara, M. H., de Oliveira, F. C., Tassigny, M. M., Fontenele, R. E. S. (2013), «The Role of Internet In The Born Global Companies», Revista de Administração da UFSM, Vol.6, n°2, p.431-442.
Deltour F., Lethiais V. (2014), « L’innovation en PME et son accompagnement par les TIC : quels effets sur la performance ? », Systèmes d’Information et Management, vol. 19, n°2, p. 45-73.
Deltour F., Sargis C. (2010), « L'intégration des connaissances par les équipes projets ERP : deux études de cas en PME », Systèmes d’Information et Management, vol. 15, n°1, p. 9-34.
Deprince, E, Arnone, L. (2018), « Les réseaux sociaux numériques : analyse de leurs utilisations dans le cadre de l’internationalisation des petites entreprises », Management international, Vol. 22 (special), p.17-29.
Dominguez, N., Mayrhofer, U. (2017), «Internationalization Stages of Traditional SMEs: Increasing, Decreasing and Re-Increasing Commitment To Foreign Markets», International Business Review, Vol.26, n°6, p. 1051-1063.
Ganotakis, P., Love, J. H. (2012), « Export Propensity, Export Intensity and Firm Performance: The Role of The Entrepreneurial Founding Team», Journal of International Business Studies, Vol.43, n°8, p. 693-718.
Ghemawat, P. (2001), «Distance Still Matters: The Hard Reality of Global Expansion», Harvard Business Review, Vol.79, n°8, p. 137-147.
Ghose A., Ipeirotis P.G., Li B. (2012), « Designing Ranking Systems for Hotels on Travel Search Engines By Mining User-Generated And Crowdsourced Content”, Marketing Science, vol. 31, n° 3, p. 493–520.
Hagsten, E., Kotnik, P. (2017), «ICT As Facilitator of Internationalisation In Small-And Medium-Sized Firms», Small Business Economics, Vol.48, n°2, p.431-446.
Haon, C., Jolibert, A., Gotteland, D. (2012), Choisir parmi les méthodes quantitatives explicatives, in Gavardperret, M.-L., et al. (eds), Méthodologie de la recherche en sciences de gestion : Réussir son mémoire ou sa thèse, Pearson, France, 309-344.
Harris, L., Rae, A. (2010), «The Online Connection: Transforming Marketing Strategy for Small Businesses», Journal of Business Strategy, Vol.31, n°2, p. 4-12.
Henderson, A. D. (1999), «Firm Strategy and Age Dependence: A Contingent View of The Liabilities of Newness, Adolescence, And Obsolescence», Administrative Science Quarterly, Vol. 44, n°2, p. 281-314.
Hilmersson, M. (2014), «Small and Medium-Sized Enterprise Internationalization Strategy Performance In Times Of Market Turbulence». International Small Business Journal, Vol.32, n°4, p.386–400.
Hilmersson, M., Johanson, M. (2016), «Speed of SME Internationalization and Performance», Management International Review, Vol.56, n°1, p. 67-94.
Ibeh, K., Kasem, L. (2011), «The Network Perspective and The Internationalization of Small and Medium Sized Software Firms from Syria», Industrial Marketing Management, Vol.40, n°3, p. 358-367.
Johanson, J., Vahlne, J. E. (1977), «The Internationalization Process of The Firm: A Model Knowledge Development and Increasing Foreign Market Commitments», Journal of International Business Studies, Vol.8, n°1, p. 23-32.
Johanson, J., Vahlne, J.-E. (2009), «The Uppsala Internationalization Process Model Revisited: From Liability of Foreignness to Liability of Outsidership», Journal of International Business Studies, Vol. 40, n°9, p. 1411-1431.
Johanson, J., Wiedersheim‐Paul, F. (1975), «The Internationalization of The Firm: Four Swedish Cases», Journal of management studies, Vol.12, n°3, p. 305-323.
Jong Wook, H., Soon-Gwon, C., Sungwoo, J. (2008), « When, How, And Where Do SMEs Start Global Business?, Analysis Of Korean New Venture Firms », International Journal of Business Research, vol. 8, n° 5, p. 64-70.
Kaplan, A. M., Haenlein, M. (2010), “Users of The World, Unite! The Challenges and Opportunities of Social Media”, Business horizons, Vol.53, n°1, p. 59-68.
Kiron, D., Palmer, D., Phillips, A.N., Kruschwitz, N. (2012), « Social Business: What Are Companies Really Doing? », MIT Sloan Management Review, Vol.53, n°4, p. 1-32.
Kirpalani, V. H., Macintosh, N. B. (1980), «International Marketing Effectiveness Of Technology-Oriented Small Firms», Journal of International Business Studies, Vol.11, n°3, p. 81-90.
Knight, G. A., Cavusgil, S. T. (1996), «The Born Global Firm: A Challenge to Traditional Internationalization Theory», Advances in International Marketing, 8, P. 11 - 26.
Knight, G. A., Cavusgil, S. T. (2004), «Innovation, Organizational Capabilities, And the Born-Global Firm». Journal of International Business Studies, Vol.35, n°2, p.124-141.
Koo, C., Wati, Y., Jung, J.J. (2011), «Examination Of How Social Aspects Moderate The Relationship Between Task Characteristics And Usage Of Social Communication Technologies (Scts) In Organizations», International Journal of Information Management, Vol.31, n°5, p.445–459.
Kwon O., Wen Y., (2010), « An Empirical Study Of The Factors Affecting Social Network Service Use», Computers in Humans Behavior, Vol. 26, n° 2, p. 254-263.
Kuivalainen, O., Sundqvist, S., Servais P. (2007), «Firms’ Degree of Born-Globalness, International Entrepreneurial Orientation and Export Performance», Journal of World Business, Vol.42, n°3, p. 253-67.
Leonidou, L.C, Katsikeas C-S, Piercy N-F. (1998), « Identifying Managerial Influences on Exporting: Past Research And Future Directions», Journal of International Marketing, vol.6, n°2, p. 74-102.
Lin, K.-Y., Lu, H.-P. (2011), «Why People Use Social Networking Sites: An Empirical Study Integrating Network Externalities and Motivation Theory», Computers in Human Behavior, Vol. 27, n°3, p. 1152–1161.
Lin, W.-T. (2012), «Family Ownership and Internationalization Processes: Internationalization Pace, Internationalization Scope, And Internationalization Rhythm», European Management Journal, Vol.30, n°1, p. 47–56.
Loane, S., Bell, J. (2006), «Rapid Internationalization Among Entrepreneurial Firms In Australia, Canada, Ireland And New Zealand: An Extension To The Network Approach», International Marketing Review, Vol.23, n°5, p. 467-485.
Love, J. H., Roper, S., Zhou, Y. (2016), «Experience, Age and Exporting Performance In UK SMEs», International Business Review, Vol.25, n°4, p. 806-819.
Luo, Y., Zhao, J. H., Du, J. (2005), «The Internationalization Speed of E-Commerce Companies: An Empirical Analysis», International Marketing Review, Vol.22, n°6, p. 693–709.
Mac, L., Evangelista, F. (2016), « Intensity and Diversity of Internationalization Among Small- And Medium-Sized Exporters In China», Multinational Business Review, Vol.24, n°3, p. 229-248.
Majocchi, A., Bacchiocchi, E., Mayrhofer, U. (2005), «Firm Size, Business Experience and Export Intensity In SMEs: A Longitudinal Approach To Complex Relationships», International Business Review, Vol.14, n°6, p.719-738.
Malhotra, N., Decaudin, J.-M., Bouguerra A., Bories, D. (2011), Etudes marketing, 6ème édition, Pearson.
Malik, H., Malik, A. S. (2011), «Towards Identifying the Challenges Associated with Emerging Large Scale Social Networks», Procedia Computer Science, Vol. 5, 458-465.
McCann, M., Barlow, A. (2015), «Use and Measurement of Social Media For SMEs», Journal of Small Business and Enterprise Development, Vol.22, n°2, p. 273-287.
McDougall, P. P., Oviatt, B. M., Shrader, R. C. (2003), «A Comparison of International and Domestic New Ventures», Journal of International Entrepreneurship, Vol.1, n°1, p. 59–82.
Meschi, P. X., Ricard, A., Moore, E. T. (2017), “Fast and Furious or Slow and Cautious? The Joint Impact of Age at Internationalization, Speed, And Risk Diversity On The Survival Of Exporting Firms”, Journal of International Management, Vol. 23, n°3, p. 279-291.
Michaelidou, N., Nikoletta-Theofania, S., Christodoulides, G. (2011), «Usage, Barriers and Measurement of Social Media Marketing: An Exploratory Investigation of Small and Medium b2b Brands», Industrial Marketing Management, Vol.40, n°7, p. 1153-1159.
Mlaïki A., Walsh I., Kalika M. (2017), « Why Do We Continue Using Social Networking Sites? The Giving Loop That Feeds Computer-Mediated Social Ties », Systèmes d’Information et Management, vol. 22, n°2, p. 5-47.
Morais, F., Ferreira, J. J. (2019), «SME Internationalisation Process: Key Issues And Contributions, Existing Gaps And The Future Research Agenda», European Management Journal, https://doi.org/10.1016/j.emj.2019.08.001.
Morgan-Thomas, A., Jones, M. V. (2009), «Post-Entry Dynamics: Differences Between SMEs In the Development Speed of Their International Sales», International Small Business Journal, Vol.27, n°1, p. 71–97.
Narooz, R., Child, J. (2017), «Networking Responses to Different Levels of Institutional Void: A Comparison of Internationalizing SMEs In Egypt And The UK», International Business Review, Vol.26, n°4, p. 683-696.
Okazaki, S., Taylor, C. (2013), «Social Media and International Advertising: Theoretical Challenges and Future Directions», International Marketing Review, Vol. 30, n°1, p. 56-71.
Ortiz de Guinea A., Raymond L. (2020), « Enabling Innovation In The Face Of Uncertainty Through IT Ambidexterity: A Fuzzy Set Qualitative Comparative Analysis Of Industrial Service SMEs », International Journal of Information Management, vol. 50, p. 244-260.
Oviatt, B. M., McDougall, P. P. (1994), «Toward A Theory of International New Ventures», Journal of International Business Studies, Vol. 25, n°1, p. 45-64.
Oviatt, B. M., McDougall, P. P. (2005), «Toward A Theory of International New Ventures», Journal of International Business Studies, Vol.36, n°1, p. 29-41.
Paniagua, J., Korzynsli, P., Mas-Tur, A. (2017), «Crossing Borders with Social Media: Online Social Networks And FDI», European Management Journal, Vol. 35, n°3, p. 314-326.
Parveen, F., Jaafar, N. I., Ainin, S. (2015), “Social Media Usage and Organizational Performance: Reflections of Malaysian Social Media Managers”, Telematics and Informatics, Vol.32, n°1, p. 67–78.
Paul, J., Parthasarathy, S., Gupta, P. (2017), «Exporting Challenges of SMEs: A Review and Future Research Agenda», Journal of world business, Vol. 52, n°3, p. 327-342.
Pentina, I., Koh, A.C., Le, T.T. (2012), « Adoption of Social Networks Marketing By SMEs: Exploring The Role Of Social Influences And Experience In Technology Acceptance », International Journal of Internet Marketing and Advertising, Vol. 7, n°1, p.65–82.
Pogrebnyakov, N. (2017), «A Cost-Based Explanation of Gradual, Regional Internationalization of Multinationals on Social Networking Sites», Management International Review, Vol. 57, n°1, p. 37–64.
Qualman, E. (2010), Socialnomics: How Social Media Transforms the Way We Live and Do Business, John Wiley and Sons Inc., Hoboken, NJ.
Roblyer M. D., McDaniel M., Webb M., Herman J., Witty J. V. (2010), « Findings In Facebook In Higher Education : A Comparison of College Faculty And Student Uses And Perceptions Of Social Networking Sites », Internet and Higher Education, Vol. 13, n°3 , p. 134 - 140.
Salomon, R.M., Shaver, J.M. (2005), «Learning By Exporting: New Insights From Examining Firm Innovation», Journal of Economics and Management Strategy, Vol. 14, nº 2, p. 431-460.
Sambharya, R. B., Kumaraswamy, A., Banerjee, S. (2005), «Information Technologies and The Future of The Multinational Enterprise», Journal of International Management, Vol.11, n°2, p. 143-161.
Shrader R. C., Oviatt, B. M., McDougall, P. P. (2000), «How New Ventures Exploit Trade-Offs Among International Risk Factors: Lessons of The Accelerated Internationalization of The 21st Century», Academy of Management Journal, Vol. 43, n°6, p. 1226-1247.
Sørensen, J. B., Stuart, T. E. (2000), «Aging, Obsolescence, and Organizational Innovation», Administrative science quarterly, Vol. 45, n°1, p. 81-112.
Stockdale, R., Ahmed, A., Scheepers, H. (2012), «Identifying Business Value from The Use of Social Media: An SME Perspective», in Proceedings of the Pacific Asia Conference on Information Systems, AIS.
Tapia Moore, E., Meschi, P. X. (2010), « Vitesse et mode d’internationalisation des PME», Management international, Vol.15, n°1, p. 87-99.
Tarek, B. H., Adel, G., Sami, A. (2016), «The Relationship Between “Competitive Intelligence” and The Internationalization of North African SMEs», Competition and Change, Vol. 20, n°5, p. 326-336.
Thompson, T., Hertzberg, J. et Sullivan, M. (2013), « Social Media Risks and Rewards », Grant Thornton, Financial Executives research foundation, p. 1-26.
Trudgen, R., Freeman, S. (2014), «Measuring The Performance of Born-Global Firms Throughout Their Development Process: The Roles of Initial Market Selection And Internationalization Speed», Management International Review, Vol. 54, n°4, p. 551–579.
Vahlne, J. E., Johanson, J. (2020), « The Uppsala Model: Networks and Micro-Foundations”, Journal of International Business Studies, Vol.51, n°1, p. 4-10.
Wach, K. (2014), «Theoretical Framework of The Firm-Level Internationalization In Business Studies», Patterns of Business Internationalization in Visegrad Countries: In Search for Regional Specifics, p.13-30.
Zahra, S. A. (2005), «A Theory of International New Ventures: A Decade of Research», Journal of International Business Studies, Vol.36, n°1, p. 20-28.
Zhang, M.; Tansuhaj, P. S. (2007), «Organizational Culture, Information Technology Capability, And Performance: The Case of Born Global Firms», Multinational Business Review, Vol.15, n°3, p. 43-78.
Zhou, L. (2007), «The Effects of Entrepreneurial Proclivity and Foreign Market Knowledge on Early Internationalization», Journal of World Business, Vol.42, n°3, p. 281–293.
Published
How to Cite
Issue
Section
License
The author bears the responsibility for checking whether material submitted is subject to copyright or ownership rights (e.g. figures, tables, photographs, illustrations, trade literature and data). The author will need to obtain permission to reproduce any such items, and include these permissions with their final submission.
It is our policy to ask all contributors to transfer for free the copyright in their contribution to the journal owner. There are two broad reasons for this:
- ownership of copyright by the journal owner facilitates international protection against infringement of copyright, libel or plagiarism;
- it also ensures that requests by third parties to reprint or reproduce a contribution, or part of it, in either print or electronic form, are handled efficiently in accordance with our general policy which encourages dissemination of knowledge within the framework of copyright.
In conformity with the French law, the author keeps the 'moral rights' related to the article:
- The 'authorship right': It is the author's right to have his name associated with each publication and exploitation of the article.
- The 'integrity right': It can be claimed by the author if he finds that during an exploitation, his work has been distorted (cutting, reassembly...).
