The Role of Social Media in International Business

Abstract

Social media has revolutionized the way international trade is carried out since the dawn of the digital age. Few companies can access a global market, but social media allows them to break geographical barriers and make market expansion more accessible. This study therefore strives to investigate the roles of social media on global business. The research applied a causal relationship study design to gather data from 370 international business customers with experience in buying products from social media sites. The research sampled its respondents based on convenience, and OLS was used to carry out hypothesis tests using SPSS. As a result, it indicates that among engagement with customers (CE), social-media marketing (SSM) and eWOM, all somehow influence international business, while brand awareness (BA) did not influence international business.

In order to form evidence-based and practical policies that may effectively influence management policies in a variety of business and marketing domains, the outcomes of this study are projected to offer significant value. Through the explication of the interactive dynamics among consumer engagement, online promotion, and electronic word-of mouth (eWOM), this research presents meaningful information regarding the potential of using these events as useful instruments to support company expansion. Thus, the con clusions arrived at through this research may help organizations adopt more targeted, evidence-based marketing approaches, enhance relationships with global consumers, and ultimately result in long-term international business growth within a rapidly digitalized, interconnected world.