Social media adoption by exportersthe export-dependence moderating role

  1. M. C. Alarcón del Amo
  2. A. Rialp
  3. J. Rialp 1
  1. 1 Universitat Autònoma de Barcelona
    info

    Universitat Autònoma de Barcelona

    Barcelona, España

    ROR https://ror.org/052g8jq94

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695 2444-9709

Año de publicación: 2016

Volumen: 20

Número: 2

Páginas: 81-92

Tipo: Artículo

DOI: 10.1016/J.SJME.2016.07.002 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

The purpose of this study is to investigate the relationship between managerial beliefs regarding social media and the subsequent adoption of these tools by exporting companies, and the moderating effect of export dependence measured by export intensity in those relationships. To accomplish this objective we use data from a Web-based survey distributed (by e-mail) to export managers or CEOs of Spanish exporting firms from the ICEX (Spanish Institute for Foreign Trade) database. Our results show that Managers’ beliefs about social media capabilities for dealing with foreign customers directly influence managerial attitudes toward and intention to use social media, and also indirectly on the intention to use them through the attitude. Then, the intention to use these applications increases their final usage by exporting firms. Export dependence of the company moderates all these relationships, being stronger with a higher export intensity.

Información de financiación

This research was funded by the Ministerio de Economía y Competitividad , project ref. ECO2013-44027-P .

Financiadores

Referencias bibliográficas

  • Alegre, J., Chiva, R., Linking entrepreneurial orientation and firm performance: The role of organizational learning capability and innovation performance. Journal of Small Business Management 51:4 (2013), 491–507.
  • Bagozzi, R.P., Yi, Y., On the evaluation of structural equations models. Journal of the Academy of Marketing Science 16:1 (1988), 74–94.
  • Barney, J.B., Firm resources and sustained competitive advantage. Journal of Management 17:1 (1991), 99–120.
  • Berthon, P.R., Pitt, L.F., Plangger, K., Shapiro, D., Marketing meets Web 2. 0, social media and creative consumers: Implications for international marketing strategy. Business Horizons 55:3 (2012), 261–271.
  • Bharadwaj, A.S., A resource-based perspective on information technology capability and firm performance: An empirical investigation. MIS Quarterly 24:1 (2000), 169–196.
  • Bharadwaj, A.S., Sambamurthy, V., Zmud, R.W., IT capabilities: Theoretical perspectives and empirical operationalization. Proceedings of the International Conferences on Information Systems, Charlotte, 1999, 378–385.
  • Biloslavo, R., Trnavcevic, A., Web sites as tools of communication of a green company. Management Decision 47:7 (2009), 1158–1173.
  • Cadogan, J.W., Paul, N., Salminen, R.T., Puumalainen, K., Sundqvist, S., Key antecedents to export market-oriented behaviors: A crossnational empirical examination. International Journal of Research in Marketing 18:3 (2001), 261–282.
  • Carmichael, F., Palacios-Marques, D., Gil-Pechuan, I., How to create information management capabilities through web 2.0. Service Industries Journal 31:10 (2011), 1613–1625.
  • Chan, S.C., Lu, M.T., Understanding internet banking adoption and use behavior: a Hong Kong perspective. Journal of Global Information Management 12:3 (2004), 21–43.
  • Cheng, T.C., Lam, D.Y., Yeung, A.C., Adoption of internet banking: An empirical study in Hong Kong. Decision Support Systems 42:3 (2006), 1558–1572.
  • Chi, T., Sun, Y., Development of firm export market oriented behavior: Evidence from an emerging economy. International Business Review 22:1 (2013), 339–350.
  • Chin, W.W., The partial least squares approach to structural equation modeling. Marcoulides, G.A., (eds.) Modern methods for business research, 1988, Lawrence Erlbaum, New Jersey.
  • Chin, W.W., Frequently asked questions—Partial least squares and PLS-graph. 2000 http://disc-nt.cba.uh.edu/chin/plsfaq/plsfaq.htm (accessed 11.02.15).
  • Constantinides, E., Lorenzo, C., Gómez, M.A., Social media: A new frontier for retailers?. European Retail Research 22:1 (2008), 1–28.
  • Cronbach, L.J., Test validation. Thorndike, R.L., (eds.) Educational measurement, 1971, American Council of Education, Washington.
  • Davis, F.D., Perceived usefulness, perceived ease of use and user acceptance of Information Technology. MIS Quarterly 13:3 (1989), 319–340.
  • Davis, F.D., Bagozzi, R.P., Warshaw, P.R., User acceptance of computer technology: A comparison of two theoretical models. Management Science 35:8 (1989), 982–1003.
  • Dhanaraj, C., Beamish, P.W., A resource-based approach to the study of export performance. Journal of Small Business Management 41:3 (2003), 242–261.
  • Falk, R.F., Miller, N.B., A primer for soft modeling. 1992, University of Akron Press, Akron.
  • Filipescu, D.A., Prashantham, S., Rialp, A., Rialp, J., Technological innovation and exports: Unpacking their reciprocal causality. Journal of International Marketing 21:1 (2013), 23–38.
  • Fishbein, M., Ajzen, I., Belief, attitude, intention, and behavior: An introduction to theory and research. 1975, Addison-Wesley, Reading, MA.
  • Fornell, C., Larcker, D.F., Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research 18:1 (1981), 39–50.
  • Geisser, S., The predictive sample reuse method with applications. Journal of the American Statistical Association 70:350 (1975), 320–328.
  • Gagliardi, D., Next generation entrepreneur: Innovation strategy through Web 2.0 technologies in SMEs. Technology Analysis & Strategic Management 25:8 (2013), 891–904.
  • Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., Tatham, R.L., Multivariate data analysis. 2006, Prentice-Hall, Upper Saddle River, NJ.
  • Haller, S., Traistaru-Siedschlag, I., The adoption of ICT: Firm-level evidence from Irish manufacturing industries. 2007, Working Paper, The Economic and Social Research Institute (ESRI), Dublin, 204.
  • Henseler, J., Fassott, G., Testing moderating effects in PLS path models: An illustration of available procedures. Handbook of partial least squares, 2010, Springer, Berlin Heidelberg, 713–735.
  • Hitt, M.A., Hoskisson, R.E., Kim, H., International diversification: Effects on innovation and firm performance in product-diversified firms. Academy of Management Journal 40:4 (1997), 767–798.
  • Jöreskog, K.G., Sörbom, D., New features in LISREL 8. 1993, Scientific Software, Chicago.
  • Keil, M., Tan, B.C., Wei, K.K., Saarinen, T., Tuunainen, V., Wassenaar, A., A cross-cultural study on escalation of commitment behaviour in software projects. MIS Quarterly 24:2 (2000), 299–325.
  • Kietzmann, J.H., Hermkens, K., McCarthy, I.P., Silvestre, B.S., Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54:3 (2011), 241–251.
  • Knight, G.A., Cavusgil, S.T., Innovation, organizational capabilities, and the born-global firm. Journal of International Business Studies, 35, 2004, 334.
  • Lal, K., Determinants of the adoption of e-business technologies. Telematics and Informatics 22:3 (2005), 181–199.
  • Lim, S., Zegarra Saldaña, A., Zegarra Saldaña, P.E., Do market-oriented firms adopt Web 2.0 technologies? An empirical study in hospitality firms. International Entrepreneurship and Management Journal 7 (2011), 465–477.
  • Loane, S., The role of the Internet in the internationalisation of small and medium-sized companies. Journal of International Entrepreneurship 10:1 (2006), 263–277.
  • López Rodríguez, J., García Rodríguez, R.M., Technology and export behaviour: A resource-based view approach. International Business Review 14:5 (2005), 539–557.
  • Luarn, P., Li, H.H., Toward an understanding of the behavioural intention to use mobile banking. Computers in Human Behavior 21:6 (2005), 873–891.
  • Mathews, S.W., Healym, M.J., The Internet and information capability reduces perceived risk of internationalisation: An Australian SME perspective. International Journal of Organisational Behaviour 12:1 (2007), 71–87.
  • Mathwick, C., Understanding the online consumer: A typology of online relational norms and behavior. Journal of Interactive Marketing 16 (2002), 40–55.
  • Menon, A., Bharadwaj, S.G., Howell, R.D., The quality and effectiveness of marketing strategy: Effect of functional and dysfunctional conflict in intraorganizational relationships. Journal of Academy of Marketing Science 24:4 (1996), 299–313.
  • Michalak, E.E., Szabo, A., Guidelines for Internet research: An update. European Psychologist 3:1 (1998), 70–75.
  • Moon, J., Kim, Y., Extending the TAM for a World-Wide-Web context. Information and Management 38 (2001), 217–230.
  • Navarro-García, A., Arenas-Gaitán, J., Rondán-Cataluña, F.J., External environment and the moderating role of export market orientation. Journal of Business Research 67 (2014), 740–745.
  • Nunnally, J., Bernstein, I.H., Psychometric theory. 1994, McGraw-Hill, New York.
  • Nurosis, M.J., SPSS. Statistical data analysis. 1993, SPSS Inc.
  • Okazaki, S., Taylor, C.R., Social media and international advertising: Theoretical challenges and future directions. International Marketing Review 30:1 (2013), 56–71.
  • Peng, M.W., The resource-based view and international business. Journal of Management 27 (2001), 803–829.
  • Pezderka, N., Sinkovics, R.R., Jean, R.J.B., Do born global SMEs reap more benefits from ICT use than other internationalizing small firms?. Gabrielsson, M., Manek Kirpalani, V.H., (eds.) Handbook of research on born globals, 2012, Edward Elgar, Cheltenham, UK, 185–213.
  • Pla-Barber, J., Alegre, J., Analysing the link between export intensity, innovation and firm size in a science-based industry. International Business Review 16:3 (2007), 275–293.
  • Podsakoff, P.M., MacKenzie, S.B., Lee, J.Y., Podsakoff, N.P., Common method biases in behavioural research: A critical review of the literature and recommended remedies. Journal of Applied Psychology 88:5 (2003), 879–903.
  • Prasad, V.K., Ramamurthy, K., Naidu, G.M., The influence of Internet-Marketing Integration on Marketing Competencies and Export Performance. Journal of International Marketing 9:4 (2001), 82–110.
  • Reinartz, W., Haenlein, M., Henseler, J., An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of Research in Marketing 26 (2009), 332–344.
  • Roper, S., Love, J.H., Innovation and export performance: Evidence from the UK and German manufacturing plants. Research Policy 31:7 (2002), 1087–1102.
  • Sinkovics, N., Sinkovics, R.R., Jean, R.J.B., The internet as an alternative path to internationalization?. International Marketing Review 30:2 (2013), 130–155.
  • Stanton, J.M., Rogelberg, S.G., Using internet/intranet web pages to collect organizational research data. Organizational Research Methods 4:3 (2001), 200–217.
  • Stoian, M.C., Rialp, A., Rialp, J., International marketing strategy and export performance in Spanish SMEs: a contingency approach. International Journal of Entrepreneurship and Small Business 15:2 (2012), 213–236.
  • Stone, M., Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society 36:2 (1974), 111–147.
  • Teo, T.S.H., Lim, V.K.G., Lai, R.Y.C., Intrinsic and extrinsic motivation in Internet usage. Omega, International Journal of Management Science 27:2 (1999), 25–37.
  • Terblanche, N.S., Boshoff, C., Improved scale development in marketing: An empirical illustration. International Journal of Market Research 50:1 (2008), 105–119.
  • Trainor, K.J., Andzulis, J.M., Rapp, A., Agnihotri, R., Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research 67:6 (2014), 1201–1208.
  • Venkatesh, V., Morris, M.G., Davis, G.B., Davis, F.D., User acceptance of information technology: Toward a unified view. MIS quarterly, 2003, 425–478.
  • Yates, D., Paquette, S., Emergency knowledge management and social media technologies: A case study of the 2010 Haitian earthquake. International Journal of Information Management 31:1 (2011), 6–13.
  • Zhang, M., Sarker, S., Sarker, S., Drivers and export performance impacts of IT capability in ‘born-global’ firms: A cross-national study. Information Systems Journal 23:5 (2013), 419–443.
  • Zhou, L., Barnes, B.R., Lu, Y., Entrepreneurial proclivity, capability upgrading and performance advantage of newness among international new ventures. Journal of International Business Studies 41:5 (2010), 882–905.
  • Zucchella, A., Palamara, G., Denicolai, S., The drivers of the early internationalization of the firm. Journal of World Business 42:3 (2007), 268–280.