What is it about?
The study explores the decision-making logics driving the usage of social media among internationalising small and medium-sized enterprises (SMEs), and how it supports entrepreneurial opportunity recognition. It draws on qualitative data from four internationalising firms all of which had adopted social media.
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Why is it important?
It underscores the critical role of decision-making logics in shaping social media engagement among entrepreneurial firms. Specifically, causal logic emerges as the primary driver during the pre-adoption stage, guiding structured and goal-oriented initiation. As firms progress, both causal and effectual logics influence ongoing usage, with the choice contingent upon available resources. Importantly, the study reveals that these strategic logics—regardless of type—not only govern social media behaviors but also play a pivotal role in entrepreneurial opportunity recognition.
Perspectives
By linking decision-making styles to digital engagement and opportunity development, the study offers a meaningful contribution to entrepreneurship and digital marketing literature, particularly in resource-constrained environments.
Dr Emmanuel Kusi Appiah
University of Vaasa
Read the Original
This page is a summary of: Social Media Usage and Entrepreneurial Opportunity Recognition Among Internationalising SMEs, June 2023, Emerald,
DOI: 10.1108/978-1-80382-233-420231001.
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