Naslov
Influence of the use of social networks on the export activity of Croatian export companies

Autori
Martinčević, Ivana

Vrsta, podvrsta i kategorija rada
Ocjenski radovi, doktorska disertacija

Fakultet
Sveučilište Sjever i Sveučilište Burgenland (USA) Eisenstadt

Mjesto
Varaždin

Datum
24.02

Godina
2020

Stranica
284

Mentor
Kozina, Goran

Ključne riječi
social networks ; social media ; internet ; social networks in business ; information and communication technologies ; absorptive capacity ; stakeholders ; trade ; export activities ; Croatian export companies

Sažetak
The aim of this doctoral dissertation is to determine the intensity and degree of use of social networks by Croatian exporting companies (micro, small, medium, and large) and whether it consequently affects the export activity of Croatian exporting companies. Through the paper, the concept of social media and social networks is presented, as well as the concept of the development of international trade as important determinants of this doctoral dissertation. The main forms and types of social media are presented, where social networks as one of the inevitable tools in the contemporary private and business world, are a channel of communication, promotion, and sales. The globalization and digitalization of today’s market both enable the constant growth and advancement of information and communication technologies (ICT’s), with social networks as an inevitable tool in nowadays company business. In the part of the doctoral dissertation oriented towards export activities, the Croatian export companies’ activities are presented and the impact they have on the growth and prosperity of the national economy is considered, as well as the influence of using social networks on the export activity of Croatian export companies. In the empirical part of the dissertation, the influence of the intensity of the use of social networks on the export activities of Croatian exporting companies (micro, small, medium and large) is analyzed and tested. The results of the research confirmed the hypotheses as follows: the use of social networks by stakeholders affects the representation of social networks in business strategy, how the use of social networks by stakeholders affects the absorptive capacity of the adoption of new technology, how the presence of social networks in business strategy affects the absorptive capacity of new technologies, how the absorptive capacity of adopting new technology affects the intensity of use of social networks in foreign markets, and how the intensity of use of social networks in foreign markets positively affects the export activities of Croatian exporting companies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA