The Utilization of Social Media Platforms for viability of Femaleowned Small and Medium-scale Enterprises in South Eastern Nigeria


  • Ernest S. Etim


Social Media platforms; small- and medium scale enterprises; sustainability; developing economy; women entrepreneurship development


Social Media platforms can be employed by businesses to create value, and innovatively
create newer products and services for the marketplace. With limited resources during the start-up phase
and growth expansion later in the business cycle, gender constructs which impede performance, can be
circumvented with the use of social media platforms. This paper examines the use of social media as a
strategic/viability tool in business venturing in relationship to challenges facing female entrepreneurs
in developing systems such as Nigeria. A survey approach was utilized for analysis of the data collated
from 73 respondents. A semi-structured questionnaire was the research instrument, and analyses were
made with Statistical Packages for Social Sciences (SPSS vs. 25) for a set of descriptive and inferential
statistics. Results indicate that some aspects of gender stereotyping could be mitigated by using social
media. The constraints of inability at balancing work-life interface, impact of limited mobility, impact
of family responsibilities and relationships could be circumvented, leading to enhancement in business
operations. This increases viability and sustainability of these enterprises long-term.






Business Administration and Business Economics