Muhammad Haseeb Shakil, *Nurul Wahidah Binti Mahmud Zuhudi, Muhammad Mukarram, Ali Sajjad, Aqsa Akbar

Abstract:

This paper examines the relationship between digital communication and the globalisation of small and medium-sized enterprises (SMEs), with a particular focus on the role of technology as a mediator. Globalisation has created numerous new opportunities and challenges for SMEs, and effective communication has become a critical factor for their success. With the increasing availability and adoption of digital technologies, SMEs now have new means to overcome communication barriers and expand their reach to global markets. However, technology adoption alone may not be sufficient, and effective communication strategies are required to fully leverage its potential. This paper explores the ways in which technology can mediate the relationship between communication and globalisation of SMEs, with a particular focus on the role of digital communication. The study utilises survey data collected from a sample of SMEs operating in various regions of Pakistan.

Keywords: Communication, advanced technology, globalisation