PERCEPTION OF WOMEN ENTREPRENEURS REGARDING SOCIAL MEDIA MARKETING
Keywords:
Transformational Entrepreneurs Perception, Influence, Social Media, Social Media Marketing, Women Entrepreneurs.
Abstract
Social media users' exponential rise has transformed marketing and given companies access to a worldwide audience never before possible. However, the impact of demographic factors on women entrepreneurs' perceptions of social media marketing still needs to be studied, particularly in developing regions. This study investigates the influence of age, educational qualifications, and daily business hours on women entrepreneurs' perceptions of social media marketing in Assam, India. The research employs a quantitative approach, utilizing a structured questionnaire to collect data from 286 women entrepreneurs from all eight cities of Assam, India (under urban agglomeration). To evaluate the hypotheses, one-way ANOVA and factorial ANOVA tests were conducted using SPSS software at a 5% significance level. The results reveal that age and educational background significantly influence women entrepreneurs' perceptions of social media marketing. Notably, 28% of respondents invest 7-9 hours daily in their businesses, while 32.5% dedicate 3-5 hours, highlighting the varied time commitments among women entrepreneurs. The study finds that these time investments also play a role in shaping perceptions of social media marketing. This research contributes to understanding women's entrepreneurship in the digital age, particularly in the context of developing economies. It provides insights into the factors influencing the adoption and perception of social media marketing strategies among women business owners. The study's focus on Assam, India, offers a unique perspective of women entrepreneurs in emerging markets, highlighting the need for tailored approaches to support and empower women in leveraging digital marketing tools for business growth.
JEL Classification Codes: B54, C12, M13, M15, M31.
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AlSharji, A., Ahmad, S. Z., & Abu Bakar, A. R. (2018). Understanding Social Media Adoption in SMEs: Empirical Evidence from the United Arab Emirates. Journal of Entrepreneurship in Emerging Economies, 10(2), 302–328. https://doi.org/10.1108/jeee-08-2017-0058
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy and Leadership, 38(6), 43–49. https://doi.org/10.1108/10878571011088069
Ara, J. (2021). A study on funding and financial strategy followed by women entrepreneurs: a new way to entrepreneurial growth of bangladesh. Bangladesh Journal of Multidisciplinary Scientific Research, 4(1), 1-13. https://doi.org/10.46281/bjmsr.v4i1.1261
Akhter, A., Islam, K. M. A., Karim, M. M., & Latif, W. B. (2022). Examining determinants of digital entrepreneurial intention: A case of graduate students. Problems and Perspectives in Management, 20(3), 153-163.
Bocconcelli, R., Cioppi, M., & Pagano, A. (2017). Social media as a resource in SMEs’ sales process. Journal of Business and Industrial Marketing, 32(5), 693–709. https://doi.org/10.1108/JBIM-11-2014-0244
Brown, I., & Russell, J. (2007). Radio frequency identification technology: An exploratory study on adoption in the South African retail sector. International Journal of Information Management, 27(4), 250–265. https://doi.org/10.1016/j.ijinfomgt.2007.02.007
Cesaroni, F. M., & Consoli, D. (2015). Are Small Businesses Really Able to Take Advantage of Social Media?: Discovery Service para Universidad Del Pacifico. Electronic Journal of Knowledge Management, 13(4), 257–268.
Cesaroni, F. M., Demartini, P., & Paoloni, P. (2017). Women in business and social media: Implications for female entrepreneurship in emerging countries. African Journal of Business Management, 11(14), 316–326. https://doi.org/10.5897/ajbm2017.8281
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53(March), 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors Influencing SMEs Adoption of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 119–126. https://doi.org/10.1016/j.sbspro.2014.07.025
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Duffy, B. E., & Pruchniewska, U. (2017). Gender and self-enterprise in the social media age: a digital double bind. Information Communication and Society, 20(6), 843–859. https://doi.org/10.1080/1369118X.2017.1291703
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(June), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Food media, marketing and advertising. Food Policy in the United Kingdom, 15(3), 289–309. https://doi.org/10.4324/9781003260301-6
Elam, J. S., Glasser, M. F., Harms, M. P., Sotiropoulos, S. N., Andersson, J. L. R., Burgess, G. C., Curtiss, S. W., Oostenveld, R., Larson-Prior, L. J., Schoffelen, J. M., Hodge, M. R., Cler, E. A., Marcus, D. M., Barch, D. M., Yacoub, E., Smith, S. M., Ugurbil, K., & Van Essen, D. C. (2021). The Human Connectome Project: A retrospective. NeuroImage, 244(September), 118543. https://doi.org/10.1016/j.neuroimage.2021.118543
Eze, S. C., Chinedu-Eze, V. C., & Bello, A. O. (2021). Some antecedent factors that shape SMEs adoption of social media marketing applications: a hybrid approach. Journal of Science and Technology Policy Management, 12(1), 41–61. https://doi.org/10.1108/JSTPM-06-2019-0063
Fatima, T., & Bilal, A. R. (2020). Achieving SME performance through individual entrepreneurial orientation: An active social networking perspective. Journal of Entrepreneurship in Emerging Economies, 12(3), 399–411. https://doi.org/10.1108/JEEE-03-2019-0037
Fischer, E., & Reuber, A. R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior? Journal of Business Venturing, 26(1), 1–18. https://doi.org/10.1016/j.jbusvent.2010.09.002
Genç, M., & Öksüz, B. (2015). A Fact or an Illusion: Effective Social Media Usage of Female Entrepreneurs. Procedia - Social and Behavioral Sciences, 195(July 2015), 293–300. https://doi.org/10.1016/j.sbspro.2015.06.345
Harris, L., Rae, A., Bandyopadhyay, S., Molecke, G., Pinkse, J., Sembada, A. Y., Koay, K. Y., Maroufkhani, P., Tseng, M. L., Iranmanesh, M., Ismail, W. K. W., Khalid, H., Burke-Garcia, A., Stanton, C. A., Denić, N., Radević, B., Siljković, B., Leidner, D. E., Gonzalez, E., … Journal, A. R. P. (2019). Brand strategies in social media. International Journal of Information Management, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056
Hassan, S., & Shahzad, A. (2022). The Impact of Social Media Usage on Small and Micro Social Commerce Enterprises in Malaysia. Pakistan Journal of Commerce and Social Science, 16(1), 141–166.
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41–49.
Hasan, F. S., & Almubarak, M. M. S. (2016). Factors influencing women entrepreneurs’ performance in SMEs. World Journal of Entrepreneurship, Management and Sustainable Development, 12(2), 82-101. https://doi.org/10.1108/WJEMSD-09-2015-0037
Isreal, D. G. (2003). Determining Sample Size. University of Florida, 170, e351–e363. https://doi.org/10.1016/j.wneu.2022.11.013
Jaman, S. F. I. H., Damit, N. J. H., Ishak, N. A., Ason, M. L. A., Tamin, M. R., Tangphadungrutch, K., & Almunawar, M. N. (2020). The adoption of social media as marketing tools: Case small and medium enterprises in Brunei Darussalam. International Journal of Asian Business and Information Management, 11(2), 28–50. https://doi.org/10.4018/IJABIM.2020040103
Kim, T., & Chiu, W. (2019). Consumer acceptance of sports wearable technology: the role of technology readiness. International Journal of Sports Marketing and Sponsorship, 20(1), 109–126. https://doi.org/10.1108/IJSMS-06-2017-0050
Kuhn, K., Galloway, T., & Williams, M. C. (2016). Near, far, and online: small business owners' advice-seeking from peers. Journal of Small Business and Enterprise Development, 23(1), 189–206. https://doi.org/10.1108/JSBED-03-2015-0037
Krings, W. J., Sharmen, S., Faisal-E-Alam, M., & Bhuiyan, A. B. (2024). Divulging young population’s willingness to purchase green products. Bangladesh Journal of Multidisciplinary Scientific Research, 9(3), 42-50. https://doi.org/10.46281/bjmsr.v9i3.2237
McCann, M., & Barlow, A. (2015). Use and measurement of social media for SMEs. Journal of small business and enterprise development, 22(2), 273–287. https://doi.org/10.1108/JSBED-08-2012-0096
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial marketing management, 40(7), 1153-1159. https://doi.org/10.1016/j.indmarman.2011.09.009
Nawi, N. B. C., Mamun, A. A., Nasir, N. A. B. M., Shokery, N. M. B. A. H., Raston, N. B. A., & Fazal, S. A. (2017). Acceptance and usage of social media as a platform among student entrepreneurs. Journal of Small Business and Enterprise Development, 24(2), 375-393. https://doi.org/10.1108/JSBED-09-2016-0136
Pergelova, A., Manolova, T., Simeonova-Ganeva, R., & Yordanova, D. (2019). Democratizing Entrepreneurship? Digital Technologies and the Internationalization of Female-Led SMEs. Journal of Small Business Management, 57(1), 14–39. https://doi.org/10.1111/jsbm.12494
Perrin, A. (2015). Social Media Usage: 2005-2015. Retrieved from https://www.pewresearch.org/internet/2015/10/08/social-networking-usage-2005-2015
Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/JEIM-04-2012-0011
Ramasamy, M., Subbiah, J., Bordoloi, D., & Ramalingam, P. (2024). Bankers’ perspective on social media banking: a study with special reference to select indian banks. Bangladesh Journal of Multidisciplinary Scientific Research, 9(2), 1-9. https://doi.org/10.46281/bjmsr.v9i2.2210
Singhal, D., & Padhmanabhan, V. (2009). A Study on Customer Perception Towards Internet Banking: Identifying Major Contributing Factors. Journal of Nepalese Business Studies, 5(1), 101–111. https://doi.org/10.3126/jnbs.v5i1.2088
Srivastava, S., & Misra, R. (2017). Exploring antecedents of entrepreneurial intentions of young women in India: A multi-method analysis. Journal of Entrepreneurship in Emerging Economies, 9(2), 181–206. https://doi.org/10.1108/JEEE-04-2016-0012
Sultan, M. T., & Sharmin, F. (2020). An exploratory investigation of Facebook live marketing by women entrepreneurs in Bangladesh. Springer Nature Switzerland AG 2020, 12195 LNCS, pp. 415–430. https://doi.org/10.1007/978-3-030-49576-3_30
Schiffman, L., & Kanuk, L. L. (2010). Consumer Behavior, Global Tenth Edition. United States of America: Pearson Education, Inc.
Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: an empirical assessment. Journal of Marketing Management, 34(9–10), 732–749. https://doi.org/10.1080/0267257X.2018.1482365
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
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Published
2024-11-22
How to Cite
Laskar, S., Laskar, H. R., & Barbhuyan, M. N. I. (2024). PERCEPTION OF WOMEN ENTREPRENEURS REGARDING SOCIAL MEDIA MARKETING. Bangladesh Journal of Multidisciplinary Scientific Research, 9(5), 10-18. https://doi.org/10.46281/bjmsr.v9i5.2252
Section
Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
Copyright (c) 2024 Sonia Laskar, Habibur Rahman Laskar, Md. Nazrul Islam Barbhuyan
This work is licensed under a Creative Commons Attribution 4.0 International License.
