The use of social media for international business research in frontier markets (in Portuguese)
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Citation (published version)Marcus Goncalves. 2019. "The Use of Social Media for International Business Research in Frontier Markets (in Portuguese)."
This presentation, delivered at University Estacio de Sa, in Vitoria, ES, Brazil, summarizes the results of a study aimed at the use of social media in qualitative research in the field of International Business (IB). It offers an illustrative case based on qualitative research on internationalization modes of LAMNEs conducted by the authors in Angola and Mozambique using social media to identify and qualify the population sample, as well as interact with subjects and collect data. It discusses some of the challenges of using social media in those regions of Africa and suggests how scholars can design their studies to capitalize on social media and corresponding data as a tool for qualitative research. This presentation underscores the potential opportunities and challenges inherent in the use of social media in IB-oriented qualitative research, providing recommendations on how qualitative IB researchers can design their studies to capitalize on data generated by social media.