Purpose: To advance theory on digitalisation in marketing in the MENA region, this paper investigates how the use of social technologies enable women-led micro-enterprises in Lebanon. Design/methodology/approach: A two-phase online method accommodated the novel context of the research, consisting of a panel of specialised business journalists followed by conversations with women micro-entrepreneurs. Findings: In embracing digitalisation in the form of social technologies, women micro-entrepreneurs fulfil personal and familial needs and display real ability in exploiting their social networks for gain. Research limitations/implications: The study draws on a single country in the MENA region; the analysis advances theory in digitalisation in marketing by providing an evidence-based framework of how social technologies enable women-run micro-enterprises. Practical implications: Provides practical insights into how digitalisation through social technologies enable women-led micro-enterprises, particularly in exploiting their social networks for marketing. Social implications: Responds to a World Development aim of studying the relationships between gender and trade such as women entrepreneurs using social technologies. Keywords: women micro-entrepreneurs, digitalisation, social technologies, Middle East & North Africa.
|Journal||Qualitative Market Research|
|Publication status||Published - 16 Nov 2020|