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RESEARCH PRODUCT

Application Of Social Web Tools To The Internationalization Of Retail Companies

subject

description

The emergence and development of what is called the Social Web or Web 2.0 is marked by the appearance and development of new communication tools and applications such as blogs, chats, forums, social networks, etc., and interaction between users. As well as giving consumers emotional and practical benefits, these applications represent great communication opportunities for companies in a globalized context. For this reason, businessmen are increasingly using Social Web tools as instruments to get information and market knowledge, as well as for communication in an internationalization context. Taking the opportunities the use of Social Web tools in a global context represent for retail business as its starting point, this study analyzes the possibilities offered by different tools in the context of the internationalization process of retail distribution businesses, and the uses retailers involved in internationalization processes are currently putting them to. In order to do this, a study is being made by direct observation of the applications and social contents on their web sites, and exploration and monitoring of their presence in other social spaces (blogs, social networks, microblogging, etc.).