Internationalization Via Instagram: An Exploratory Study of Small and Medium Enterprises

Abstract

This study used content analyzed ten Australian Small and Medium Enterprises (SME) sites for their brand awareness, communication, information, integration and cultural awareness to examine how best they use Instagram to internationalize. In this study, the internationalization process was provided through engaging a 3-stage internationalization process model (no plans to export, potential exporter, exporters) and, training outcomes were identified. Findings showed that owing to reduced barriers of engaging with overseas market, SMEs with the higher brand and cultural awareness, and acceptable online communication practices were primed for internationalization while SMEs who had poor business integration were negatively viewed for internationalization. These findings have implications for theory and practice.