How businesswomen engage customers on social media?

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-06-24 DOI:10.1108/sjme-09-2021-0172

Nida Fatima, R. Ali

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引用次数: 1

Abstract

Purpose This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance. Design/methodology/approach This qualitative study is based on interviews with businesswomen. Findings Businesswomen use SM actively but not effectively. SM are used primarily for advertising and promotion. External factors, such as family and friends, are more influential in the decision of women to use SM in business. Women mostly use defensive rather than offensive strategies. Effective use of SM in conjunction with conventional marketing tools can improve customer engagement and increase business performance. Practical implications The research findings are valuable for marketing managers, women entrepreneurs and micro and small businesses in making decisions to effectively use SM. Originality/value This study investigates customer engagement from the owner/manager’s perspective in contrast to the general customer-centric approach. The study contributes analysing an important and scarcely explored area, which is the use of SM by women-run MSEs in less developed countries to engage consumers.

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女商人如何在社交媒体上吸引顾客?

目的本研究旨在探讨经营小微企业(MSEs)的女企业家如何利用社交媒体(SM)吸引顾客。该研究还调查了SM(相对于传统媒体)和客户参与如何提高企业绩效。设计/方法/方法本定性研究基于对商界女性的访谈。商业女性积极使用SM，但效果不佳。SM主要用于广告和促销。外部因素，如家庭和朋友，对女性决定在商业中使用SM的影响更大。女性大多使用防御策略，而不是进攻策略。有效地使用SM与传统的营销工具相结合，可以提高客户参与度，提高业务绩效。研究结果对营销管理者、女性企业家和小微企业有效利用SM的决策具有参考价值。独创性/价值本研究从所有者/经理的角度调查客户参与，与一般的以客户为中心的方法形成对比。这项研究有助于分析一个重要但很少被探索的领域，即欠发达国家妇女经营的微型企业利用SM吸引消费者。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.