Xiang Zhou, Yonghong Dai, and Liuyuang Qian
Abstract
This study examines how internal resources influence Chinese SMEs’ international communication behaviors via a stratified system of communicative motivations. Drawing on an integrative framework that combines the Resource-Based View (RBV), Uses and Gratifications Theory (UGT), and Maslow’s hierarchy of needs, it develops and empirically tests a three-tier Resource–Motivation–Behavior (RMB) model. Based on survey data from 732 export-oriented SMEs in Shenzhen, the model is tested using confirmatory factor analysis, structural equation modeling, and two-stage estimation techniques. Key results indicate that basic, relational, and symbolic resources respectively activate utilitarian (β = .89, p < .001), relational (β = .89, p < .001), and symbolic motivations (β = .88, p < .001). Crucially, only symbolic motivation significantly predicts proactive communication behavior (β = .27, p < .001), whereas utilitarian (β = –0.12, n.s.) and relational (β = –0.06, n.s.) motivations show no significant effects. Subgroup analyses reinforce the expressive specificity of symbolic drivers among active communicators. These findings reveal a distinct behavioral divergence between proactive and passive communication, emphasizing that symbolic readiness—rather than operational capacity—is pivotal for strategic international engagement. By modeling how tiered motivations mediate the link between internal resources and external behaviors, the study contributes a multi-layered framework for understanding how SMEs communicate across motivational and resource domains.
Plain Language Summary
What Drives Small and Medium-Sized Businesses in China to Communicate Globally Through Social Media? A Study of Motivation and Resources
Small and medium-sized businesses (SMEs) in China are increasingly using social media to connect with customers around the world. But what pushes them to do so actively, rather than simply responding when needed? This study looks at how different types of internal resources—such as technology, networks, or brand identity—shape the reasons why these businesses choose to communicate with international audiences. To explore this, researchers surveyed 732 export oriented Chinese SMEs in the city of Shenzhen. They tested a new model that sees motivation as a three-layer system. At the basic level, some companies use social media mainly to provide information or support (utilitarian motivation). Others use it to maintain relationships with partners (relational motivation). But the most advanced companies use it to express who they are and how they want global audiences to understand them (symbolic motivation). The results showed that only symbolic motivation was consistently associated with taking initiative in international communication, while utilitarian and relational motives were linked to more reactive or routine forms of communication. In other words, having digital tools or resources does not necessarily lead to active global outreach unless firms are motivated to communicate in a more expressive and identity-driven way. These findings aim to offer practical insight without prescribing specific actions: they suggest that understanding how different motivations shape communication may help business advisors, policymakers, and SME owners better support effective participation in global digital environments.
