Rising Trend in Social Media Usage by Women Entrepreneurs across the Globe to Unlock Their Potentials for Business Success

Celestine Lugaye Ukpere, Andre D. Slabbert, Wilfred I. Ukpere

Abstract


Dwindling circulation of traditional media such as television, radio, newspapers and magazines has resulted from the growth of adapting digital technology and tools that involve the internet. The practice of surfing the web 2.0 to obtain real time information instantly, has led to the rise of an ever more connected infrastructure atmosphere globally. Digital marketing and online trading through e-commerce and m-commerce platforms is applied in these interconnected environment; it involves wide variety of approaches, whose success depends on the user-centric and interrelated approach to technology. A new type of media has been enabled with the use of the Internet and the World Wide Web. Marketers are realising the power of the Internet, as a communication platform and a way of following conversation since the past two decades. In marketing, strategy starts on the outside, considering the needs and expectations of the consumer and moving inwards to the root of the brand’s identity, to see where the business can gain advantage and add value. The study of Social Media Platforms and their impact in unlocking the financial success of the women entrepreneurs globally has been widely observed and quite vital to the new generation of gender based ventures that are digitally driven through the use of technology. This type of development through which women adapt and utilise Social Media platforms promotes the creation of a new revolution of modern digital entrepreneurial culture, by changing the female society from a technologically challenged to a technologically savvy one that changes their mind-set from the job seeking culture to embrace a job creating one, through opportunities that are made available by the use of Social Media Platforms and the Internet. Both formal and informal women owned ventures have been observed to adopt social media platforms to grow their communities as a medium for keeping in touch and getting current and ground feedback on products or services from existing and prospective clients.

DOI: 10.5901/mjss.2014.v5n10p551


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This work is licensed under Creative Commons Attribution 3.0 License.

Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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