Perception of women entrepreneurs on social media use for marketing communication in Qatar

Abstract

This research aimed to understand the social media use of women entrepreneurs for marketing communication in Qatar. It is based on a qualitative approach, using an in-depth, semistructured interview. Participants were ten women entrepreneurs who have been running their businesses for at least six years, aged between 25 and 45. This research employed a question guideline as the research instrument based on five questions such as reasons for using social media for marketing, usage of social media for marketing, benefits, challenges, and professional benefits. The findings showed that the reasons for social media usage focus on ease of access and cost-effectiveness of the platform, which leads to various opportunities for entrepreneurs. In terms of use, participants highlighted the importance of listening to the consumers as it will lead marketers and entrepreneurs to create a more effective strategy. Regarding benefits, the participants refer to social media marketing as a platform where entrepreneurs can build their brands. Regarding the challenges, entrepreneurs said that growing the audience, professional communication, and managing brand reputation. Professional benefits include marketing management and expansion, revenue and sales, and managing reputation, which are crucial to improving the business on social media.