女性创业小企业对社交媒体的采用

Wail Alhakimi, Sumaya Albashiri
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引用次数: 0

摘要

本研究的目的是评估女性创业小企业(ESBs)采用社交媒体的相关因素。本研究采用结构化调查工具,收集了也门101名女企业家的数据。采用描述性统计对数据进行分析。研究结果证实,社交媒体在也门的女性中小企业中得到了广泛的应用,并对不同的商业战略和流程做出了重大贡献,主要是营销、推广和沟通。社会化媒体的采用主要与非技术障碍和挑战有关,具体来说,是那些“软”因素,如管理态度,以及“硬”技术障碍和挑战,涉及成本和其他与社会化媒体性质有关的实际方面。本研究有助于提高女性ESB拥有者对社交媒体影响的认识。更深入地了解社交媒体的影响将最终导致更好地利用该工具来提高绩效。独创性/价值本研究突出了也门女性企业主在企业中拥有强大决策权的好处和挑战。这项研究提供了对影响业主/管理者决定在未来采用和持续使用社交媒体的众多驱动因素的见解。
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Social media adoption by women entrepreneurial small businesses
Purpose The purpose of this study is to evaluate the factors related to the adoption of social media by women entrepreneurial small businesses (ESBs). Design/methodology/approach Using a structured survey instrument, this study gathered data from 101 women entrepreneurs in Yemen. Descriptive statistics were used to analyze the data. Findings The results confirm that social media has been widely applied by women ESBs in Yemen and has made a significant contribution to different business strategies and processes, mainly marketing, promotion and communication. Social media adoption is linked mainly with nontechnical obstacles and challenges, in specific, those “soft” factors such as management attitude, as well as “hard” technical obstacles and challenges involving cost and other practical aspects regarding social media nature. Practical implications This study contributes to the increase in awareness of the impact of social media among female ESB owners. A greater understanding of the impact of social media will eventually lead to better use of the tool to increase performance. Originality/value This study highlights the perceived benefits and challenges that give Yemeni female business owners strong decision-making power in their businesses. This study provides insight into the numerous drivers that affect owners/managers’ decisions to adopt and continuously use social media in the future.
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来源期刊
自引率
0.00%
发文量
7
审稿时长
24 weeks
期刊最新文献
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