Entrepreneurship via social networks – “connected woman” in Lebanon

Abstract

Purpose The purpose of this paper is to extend understanding of marketing in MENA by investigating how women entrepreneurs use social networking sites (SNS) in marketing their businesses in Lebanon. Design/methodology/approach To address contextual issues arising from research in this region, this study consists of a two-phase research design of, first, a panel of specialised business commentators and, second, digital qualitative data collection that enabled access to hard to reach informants. Findings The study reveals that the activities of women entrepreneurs are fundamentally enabled by SNS as it allows them to optimise their networks in prospecting, communicating and developing relationships with stakeholders. It also allows them to support the social fabric of the family unit by providing an extra source of income and facilitating connections. Research limitations/implications This study draws on a single country within the MENA region; nonetheless, the analysis offers new and nuanced understanding to marketing of small businesses in uncovering how Lebanese women entrepreneurs are able to build and run their businesses using SNS. Practical implications This research demonstrates how women entrepreneurs can set up and run businesses using SNS to reach and extend their networks in a culturally diverse and growing economy. SNS provides an inclusive platform through which women build and run a small business. Social implications This research responds to a World Development aim of studying the relationships between gender and trade such as women entrepreneurs using social technologies. Originality/value This research responds to a World Development aim of studying the relationships between gender and trade, here by investigating how women entrepreneurs set up and run small businesses enabled by SNS.