Social Media Capability of Exporting Firms and Its Effects on Performance

Social media applications like Twitter, Facebook or LinkedIn have gained importance not only for private people but also for businesses. Our objective is to examine the extent to which the exporting firms’ capability of using social media applications for dealing with foreign customers actually impacts on their performance. We propose and test that this capability influences directly on the intention to use social media and indirectly through the attitude. Then the intention to use these applications influences on final usage, and this usage augments final performance. This research helps visualize the process through which an exporting firm’s social media capability impacts on its performance.