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    • Many authors agree that information

    2018-10-26

    Many authors agree that aldose reductase inhibitors information technology (IT), and mostly the Internet, have become one of the most important tools for conducting international business and marketing activities (Sinkovics, Sinkovics, & Jean, 2013). In particular, IT-based capabilities have been found to be especially crucial in promoting the emergence of international new ventures and/or facilitating small and medium-sized enterprise (SME) internationalization (Loane, 2006; Mathews & Healym, 2007; Pezderka, Sinkovics, & Jean, 2012; Zhang, Sarker, & Sarker, 2013). In addition, many companies currently rely on ITs and the Internet for improving international supply-chain co-ordination, relationship learning, customer-service management, and firm performance (Trainor et al., 2014). Social media (tools that enable online exchange of information through conversation and interaction) is emerging as an important technology for business strategy. Unlike traditional IT, social media manage the content of the conversation or interaction as an information artifact in the online environment (Yates & Paquette, 2011). Some authors also highlight their potential influence on international business and export marketing strategies (Berthon, Pitt, Plangger, & Shapiro, 2012; Okazaki & Taylor, 2013), as these applications may help break down barriers of time and distance between the supply and demand sides (Constantinides et al., 2008). Therefore, attending the benefits of social media to break down barriers of time and distance, we assume that social media could assist exporting firms by reducing market lag through real-time and synchronous exchange of knowledge. Social media mainly differences from other kind of technologies in the fact that these medias employ mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content (Gagliardi, 2013; Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). In addition, social media have introduced new customer-centric tools that enable customers to interact with others in their social networks and with businesses that become network member (Kietzmann et al., 2011). These technologies have the potential to provide greater access to customer information either directly through firm-customer interactions or indirectly through customer-customer interactions. However, in spite of the great potential of social media, especially for export-oriented companies, to-date very limited academic attention has been paid to examining the relationship between managers’ beliefs about social media and its adoption among exporting firms. This study aims at filling part of this research gap by answering two research questions: To answer these questions, the current research examines the effect of social media expected capabilities and managerial usage behavior through incorporating the Resource-Based View (RBV) framework and two main constructs of the Theory of Reasoned Action (TRA) (attitude and behavior). The RBV can be applied to investigate how a firm\'s powerful resource base enables companies obtain advantages. Specifically, related with our topic, many researchers have studied how technological resources and information technology (IT) capability can serve as a source of sustainable competitive advantage for export companies (Filipescu, Prashantham, Rialp, & Rialp, 2013; Pla-Barber & Alegre, 2007). In this sense, several researchers set out that a company\'s success in foreign markets depends heavily on its capacity to adapt to new developments such as ITs and Internet-related capabilities (Loane, 2006; Sinkovics et al., 2013). In our research, we will focus on studying the development of these capabilities through the use of a specific technology, Social Media, since these tools present several advantages for conducting international activities. However, the expected benefits from the use of Social Media need first to be recognized by managers who will be willing to use these media in their business strategy. Therefore, we connect this RBV with the TRA, which is a well-known model for predicting and explaining individual behavior. Moreover, other models that explain the adoption of any kind of technology, for example, the Technology Adoption Model (Davis, 1989; Davis, Bagozzi, & Warshaw, 1989), are based in this TRA model. The most common variables included in these model that explain the adoption behavior are the attitude, intention to use and use of the technologies, and they explain how the individual beliefs determine to perform a specific individual behavior (Fishbein & Ajzen, 1975).