Exploring and investigating the international marketing communication strategies of British digital SMEs: a signalling theory perspective

Roohanifar, Mohammad ORCID: https://orcid.org/0000-0002-3670-8890, Kuivalainen, Olli ORCID: https://orcid.org/0000-0002-5291-2592 and Pereira, Vijay ORCID: https://orcid.org/0000-0001-6755-0793 (2025) Exploring and investigating the international marketing communication strategies of British digital SMEs: a signalling theory perspective. International Marketing Review. ISSN 0265-1335

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Abstract

Purpose This article empirically explores the international marketing communication strategies of digital small- and medium-sized enterprises (SMEs) by utilising the signalling theory aiming to address several significant gaps in the existing literature. Design/methodology/approach Using a qualitative research methodology, this study draws on extensive interviews with ten British digital SMEs and supplementary secondary data. A systematic combining approach is employed to address the research question and develop an abductive framework for the application of signalling theory in international marketing for digital SMEs. Findings The findings reveal that for digital SMEs, country of origin, organisational reputation and the digital strategy emerge as the most influential signaller qualities. In contrast, industry and regional reputation appear to have minimal impact. Among the signals examined, customer orientation and innovativeness are perceived as particularly strong, while signals such as leadership appeal, e-service quality and good employer are viewed as comparatively less effective. Finally, although customer e-loyalty strategies are rarely employed, both formal and informal feedback mechanisms play a critical role in managing information asymmetries between digital SMEs and customers. Originality/value This study makes a novel contribution to the international marketing literature by extending the application of signalling theory to the underexplored context of digital SMEs. It addresses critical gaps in existing research by examining how digital SMEs utilise reputation in international markets as well as overlooked elements such as feedback mechanisms and countersignals.