Use of social media in entrepreneurship and its impact on internationalization 30 10

Abstract

In the current context of market digitalization, social media has become an essential tool for ventures to promote and commercialize their products, facilitating access to broader markets, including international ones. However, in many cases, these ventures remain limited to a local scope, not necessarily due to a lack of interest in expanding, but because of limitations in the knowledge and strategic use of digital platforms. Frequently, these platforms are used in a basic way with limited reach, without a defined strategy that allows ventures to take full advantage of their potential to enter foreign markets. The present study aims to analyze how ventures use social media and how this use influences their possibilities of entering international markets. To this end, different ways in which these platforms can be used are examined, with special attention to their capacity to reach external markets and support the commercialization of both digital and physical products. Throughout the research, aspects such as the level of knowledge in digital marketing, the type of content published, the frequency of platform use for commercialization, and the reach achieved by ventures through the techniques applied are considered. Likewise, the main limitations faced when attempting to expand into international markets through the use of social media are identified. Based on the above, the study proposes the design of a digital strategy aimed at improving the use of these tools, with the purpose of strengthening the presence of ventures in international markets. In this way, it seeks to provide a practical perspective on the role of social media in strengthening entrepreneurship and its projection into international markets.