Factors influencing the adoption of social media for marketing purposes among women entrepreneurs

The purpose of the study is to explore the influence of entrepreneurs’ personality, social media benefits, social media importance, consumers’ engagement, and marketing outcomes on social media adoption among women entrepreneurs. A conceptual model was established based on existing literature to test the relationship between the variables of the study. A questionnaire research design using simple random sampling was employed with a sample of 334 women entrepreneurs participated in the study. The results of correlation and regression analyses show that only three independent variables (entrepreneurs’ personality, social media benefits, and social media importance) have a significant relationship and influenced social media adoption. The results also show that entrepreneurs’ personality is the most influential factor in social media adoption among women entrepreneurs. Hence, the proposed model offers a greater understanding of how entrepreneurs’ personality, social media benefits, social media importance, consumers’ engagement, and marketing outcomes can be used to enhance social media adoption among women entrepreneurs. Based on the results of this study, women entrepreneurs should adopt social media to achieve their business successfully. Furthermore, entrepreneurs should use social media for communication, and promotion especially for those entrepreneurs who are in beginning of their business. Finally, limitations of the study were discussed in tandem with suggestions for future research.