Social media marketing and its influence on international entrepreneurship

Abstract

As technology becomes more advanced, large corporate companies have used the social media as their advertising platform. However there is little research done on international entrepreneurs in using social media to promote their business venture across national borders. This research paper examines international entrepreneurs business ventures through social media and looks at how social media users view the social media network. A survey was used to measure the trust between social media users and the social media brand community, while an interview was conducted on international entrepreneurs. It was found that the brand communities serve as a marketing entry platform firstly for new users but more importantly it serves as a communication platform between the organisation and consumer. However, international entrepreneurs have not been able to grasp the social media concept, at times, delayed announcement on their new product launch. Many international entrepreneurs lack the social media abilities, therefore are constantly not being able to fully utilise social media as a marketing and advertising platform.