Abstract
Although the nature of Social Media (SM) marketing is thriving, the nuances and impacts
between women-owned Small and Medium Enterprises (SMEs) seem to be poorly studied
in the literature. The objective of the current study is to improve and expand the
understanding of the Performance Benefits (PB) and motivations of SM accumulated by
women-owned SMEs through empirical studies of emerging economies. This employed
Structural Equation Modeling (SEM) technique on the data collected through a
structured questionnaire from Pakistani SMEs owned by women. By employing the online
survey method, 253 valid responses were recorded and examined in this paper to
measure the motivation of SM use to get the highest PB. The current study finds that
interaction, compatibility, and cost-effectiveness are the predictors affecting the use of
SM, thus enabling SMEs to achieve certain performance benefits. These findings provide
evidence for potential research and management interest issues and have profound
implications for academia and the practitioner community. Clearly, despite some usage
blocks, women-owned SMEs in developing economies appear to be gaining increased SM
benefits by implementing marketing strategies across multiple platforms
Muhammad Khalid Rashid, Imran Khan, Abdul Aziz Khan Niazi. (2020) Investigating the Antecedents and Impact of Social Media Usage on the Performance of Women-owned SMEs in Pakistan, NUML International Journal of Business & Management, Volume 15, Issue 1.
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