<abstract xmlns="http://www.w3.org/1999/xhtml"><p>This study aims to explore the role of social networks in the internationalisation of startups. For this purpose, the social network LinkedIn is used, and two case studies of Portuguese technological startups are employed. The findings indicate that social networks can contribute to the acceleration of the internationalisation process and decrease their costs. Their relevance is greater in the initial phase of the internationalisation process. However, its relevance is limited in more advanced phases of this process. LinkedIn can be used by startups to obtain several benefits such as brand awareness, identification of new opportunities, customer feedback, among others. The results of this study are essentially useful in a practical dimension for companies that plan to start or improve their internationalisation process sustained on social networks.</p></abstract>

This study aims to explore the role of social networks in the internationalisation of startups. For this purpose, the social network LinkedIn is used, and two case studies of Portuguese technological startups are employed. The findings indicate that social networks can contribute to the acceleration of the internationalisation process and decrease their costs. Their relevance is greater in the initial phase of the internationalisation process. However, its relevance is limited in more advanced phases of this process. LinkedIn can be used by startups to obtain several benefits such as brand awareness, identification of new opportunities, customer feedback, among others. The results of this study are essentially useful in a practical dimension for companies that plan to start or improve their internationalisation process sustained on social networks.

The Role of Social Networks in the Internationalisation of Startups: LinkedIn in Portuguese Context

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

This study aims to explore the role of social networks in the internationalisation of startups. For this purpose, the social network LinkedIn is used, and two...

The Role of Social Networks in the Internationalisation of Startups: LinkedIn in Portuguese Context

Publié en ligne: 08 oct. 2020

Pages: 345 - 363

DOI: https://doi.org/10.2478/mmcks-2020-0020

Mots clés
social networks, internationalisation, digital marketing, start-ups, social media content, LinkedIn

© 2020 Fernando Almeida et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The Role of Social Networks in the Internationalisation of Startups: LinkedIn in Portuguese Context

Publié en ligne: 08 oct. 2020

Pages: 345 - 363

DOI: https://doi.org/10.2478/mmcks-2020-0020

Mots cléssocial networks, internationalisation, digital marketing, start-ups, social media content, LinkedIn

© 2020 Fernando Almeida et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
social networks, internationalisation, digital marketing, start-ups, social media content, LinkedIn