Strategic use of digital promotion strategies among female emigrant entrepreneurs in UAE. Issue 6 (29th November 2018)

• Record Type: Journal Article
• Authors: Jose, Saju
• Is Part Of: International journal of emerging markets. Volume 13:Issue 6(2018)
• Page Start: 1699
• Page End: 1718
• Publication Date: 2018-11-29
• Subjects: United Arab Emirates -- Facebook -- Women entrepreneurs -- WhatsApp; Business enterprises -- Finance -- Periodicals; Investments -- Developing countries -- Periodicals; Commerce -- Periodicals; Developing countries -- Economic conditions -- Periodicals; 330.91724
• DOI: 10.1108/IJoEM-10-2016-0268
• Languages: English
• ISSNs: 1746-8809

Abstract

Abstract : Purpose: The purpose of this paper is to examine the strategic use of social media and chat applications of women entrepreneurs to promote their businesses. Design/methodology/approach: Because of the nature of the study and dearth of sufficient data in the Middle Eastern society on the women entrepreneurship, this study employed a qualitative research methodology. The research comprised of 20 in-depth interviews with immigrant women entrepreneurs in the United Arab Emirates. They were identified through personal contacts and referrals. Findings: All the expatriate women interviewed are using social media and chat applications to promote their business. Facebook is used for brand creation and WhatsApp is used as a direct marketing tool to evoke purchase response. Though traditional promotional tools are far from redundant, their role is more supplementary. The increasing trend is a combination of traditional tools and digital tools. Digital tools seem to have an upper hand in their business promotions. Research limitations/implications: This study is limited to SME sector in one industry and in one country. The qualitative nature of this study could affect the generalizability of the results. A more extensive study is needed and future research should be more diverse including widening the selection of respondents, industries and countries. Originality/value: This study is a novel attempt to gauge an in-depth understanding of modern communication tools. It looks specifically at the integrative strategies pursued by the immigrant women entrepreneurs using Facebook and WhatsApp.