Extended Abstract



Introduction

Social media enables firms to engage global audiences, reduce communication barriers, and support internationalization through improved market visibility, customer relationships, export activities, and market intelligence. However, existing research remains fragmented, lacking an integrated perspective. This study addresses this gap by synthesizing prior research to identify the key dimensions of strategically leveraging social media in international B2B marketing and their implications for exporting firms.

Method

To address the research objective, this study adopts a structured meta-synthesis approach following the methodological framework proposed by Sandelowski and Barroso. Meta-synthesis enables the integration and reinterpretation of findings from multiple studies, thereby generating higher-level conceptual insights and theoretical integration.

A systematic literature search was conducted in the Scopus and Web of Science databases to identify peer-reviewed journal articles published between 2015 and 2025. The search used combinations of the keywords social media, leveraging, international marketing, and export, refined with Boolean operators (AND, OR, NOT) to ensure comprehensive retrieval of relevant studies.

Articles were screened using predefined inclusion criteria. Only English-language, peer-reviewed studies directly related to the strategic use of social media in international marketing were included, resulting in a final sample of 44 articles.

The selected studies were analyzed in MAXQDA using the thematic analysis framework of Braun and Clarke (2006). Methodological rigor was ensured through independent coding of 20% of the studies, resulting in an inter-coder agreement of 87%.

Findings

The meta-synthesis resulted in the identification of five core dimensions that characterize the strategic leveraging of social media in international B2B marketing.

The first dimension, digital marketing integration and adaptability, emphasizes the importance of aligning social media activities with broader digital marketing strategies. Firms that successfully integrate social media with other digital channels can enhance strategic coordination, respond more effectively to market dynamics, and improve the overall effectiveness of international marketing initiatives.

The second dimension, customer engagement and personalization, highlights the capacity of social media platforms to facilitate interactive communication with international customers and business partners. Through personalized messaging, targeted content strategies, and continuous interaction, firms can strengthen relational ties and foster deeper engagement with stakeholders in global markets.

The third dimension, cultural intelligence and cross-cultural adjustment, reflects the strategic need for firms to adapt communication strategies to culturally diverse audiences. Social media platforms provide mechanisms through which organizations can better understand cultural differences, tailor marketing messages to local contexts, and enhance cross-cultural resonance in international communication.

The fourth dimension, data-driven strategies and optimization, underscores the analytical capabilities enabled by social media platforms. The availability of real-time data and user engagement metrics allows firms to monitor performance, refine marketing strategies, and optimize content and communication practices in international markets.

The fifth dimension, community building and trust development, captures the relational role of social media in fostering long-term connections with stakeholders. By facilitating continuous dialogue, knowledge sharing, and collaborative interaction, social media platforms enable firms to cultivate online communities that reinforce brand credibility, strengthen trust, and support sustained engagement with international partners and customers.

Collectively, these dimensions indicate that social media extends beyond its role as a communication channel and functions as a strategic organizational resource that enhances firms’ ability to coordinate, interact, and adapt within global markets. The integration of these dimensions contributes to improved marketing scalability, greater cost efficiency, and expanded cross-cultural reach in international B2B environments.

Conclusion

This study demonstrates that the strategic integration of social media into international marketing significantly enhances the effectiveness of B2B marketing activities. By facilitating engagement with international audiences, adapting communication strategies to diverse cultural contexts, and leveraging data-driven insights, social media supports the development of responsive and adaptive marketing strategies.

From a theoretical perspective, the study conceptualizes social media as a dynamic capability that enables firms to identify market opportunities, engage stakeholders, and reconfigure marketing practices in response to changes in the global business environment, thereby creating relational and informational advantages in international markets.

From a managerial perspective, the research provides a practical framework for exporting firms to design and implement effective social media strategies. Focusing on the key dimensions of digital integration, customer engagement, cultural intelligence, data-driven optimization, and community building can enhance brand visibility, strengthen international relationships, and improve marketing performance in global markets.

Overall, the study provides a comprehensive understanding of the strategic role of social media in international B2B marketing and offers a theoretically grounded and practically relevant framework to guide both future research and managerial practice.