How A Born Global Firm Does Its International Marketing Through Social Media

Abstract

Social media has a worldwide community over 2.46 billion members. Effective utilization of social media is proved beneficial in business promotion as it supported the small firms to spread their business and recognized their self “Born Global Firms”. The aim of present study was to identify the ways via a born global interacts with customer through social media. To meet the objectives, the researchers did case studies of two global born firms (ZARA and Heineken). The results showed, Born Global firms create accounts on various platforms of social media and adopt various strategies for gaining maximum likes. For engaging the customers they organize completions, upload local sport videos, funny clips and updates about their products. For maintaining and strengthening the trust and handling social media crises, the firms follow the comments and issues (regarding services and behavior of firms) of the customers. To promote the communication via social media the researchers add some suggestions for born global firms.

Keywords: Social Media, Born Global Firms, and International Marketing