Digital marknadsföring som strategiskt verktyg för internationalisering : En studie om legitimitet, nätverk och marknadsetablering

Sammanfattning

This study examines how digital marketing is used as a strategic tool to facilitate firms' internationalization. The purpose is to analyze how companies use digital channels to build relationships, create legitimacy, and establish themselves in international markets. The study is based on Liability of Foreignness (LoF), Liability of Outsidership (LoO), and Network Theory. A qualitative research approach was applied, using semi-structured interviews, document analysis, observation of digital channels, and a small survey. The data was analyzed through thematic analysis. The findings show that digital marketing has transformed internationalization by enabling faster market entry without physical presence. However, challenges related to legitimacy and network remain, though in new digital forms. Social media, influencer marketing, and data-driven strategies emerge as important tools for creating visibility and building international relationships. The study also highlights how digital networks can help firms manage challenges connected to LoF and LoO.