This study aimed at investigating the interplay between internationalization and digitalization using a social media platform during the early phases of the internationalization process of new ventures from an emerging economy. The research adopted the longitudinal multiple-case study method of investigation. All the firms that were studied had operated on a social media platform (Instagram) since their inception. Data collection was based on two rounds of in-depth interviews and secondary data. The research used thematic analysis, cross-case comparison and pattern-matching logic. The study contributes to the extant literature by (a) proposing a conceptualization of the interplay between digitalization and internationalization during the early phases of the internationalization trajectory of small new ventures from an emerging economy using a social media platform; (b) detailing the role of the diaspora during the outward internationalization of these ventures and outlining the theoretical implications of this phenomenon; and (c) providing a micro perspective on how entrepreneurs exploit platform resources and face platform-related risks during their enterprise's early domestic and international phases.
Supplementary information: The online version contains supplementary material available at 10.1007/s11575-023-00510-8.
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