Women entrepreneurs’ struggles during the COVID-19 pandemic and their use of social media

Ninik Sri Rahayu · Masduki Masduki · Nur Ellyanawati ER

47 citations0/0 files storedJournal of Innovation and Entrepreneurship

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SMEs Development and Digital Marketing Entrepreneurship Studies and Influences Financial Literacy and Behavior

Abstract

Abstract Small and medium enterprises (SMEs) throughout the world are facing a very complicated crisis due to COVID-19 pandemic and other structural challenges. This study is aimed at demonstrating the challenges faced by SMEs, particularly the struggles that women entrepreneurs of SMEs in Indonesia experienced to survive against these structural issues: COVID-19, digital presence and the male-dominated business sector in the country. Focusing on female-owned businesses in Yogyakarta, Indonesia, this paper carefully considers how social media platforms helped these businesses to continue. Using a descriptive quantitative approach, we collected data from 130 respondents and found that the COVID-19 pandemic has severely affected women entrepreneurs—especially those operating small and medium enterprises. They have experienced reduced income due to decreased sales, disrupted supply chains, difficulty paying credit instalments, and lack of access to government assistances. This study further sheds light on social media’s important role in sustaining women-owned businesses. Facebook, WhatsApp, and Instagram have become the new tools through which women promote their products and reach new audiences. To overcome this issue, we advise a stronger government intervention to women-owned SMEs in the post-pandemic. Aside from managing social media for selling, we recommend women-owned small companies to internally intensify digital engagement, promotions, coupled by innovative products and attractive offers such as discounts.

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References

2020Mediterranean journal of social sciences 2015Big other: Surveillance Capitalism and the Prospects of an Information Civilization 2018International Journal of Humanities and Social Science 2020Impact of COVID-19 pandemic on micro, small, and medium-sized Enterprises operating in Pakistan 2006Women Entrepreneurs and Financial Capital 2015Impact of social media on small businesses 2020This Time It's Different: The Role of Women's Employment in a Pandemic Recession 2021Learning experiences of women entrepreneurs amidst COVID-19

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2024Assessing the determinant factors affecting green entrepreneurial intention among female entrepreneurs in Indonesia 2024Breaking barriers: unveiling motivations, challenges and policy recommendations for women’s entrepreneurship in Vietnam 2024Advancing women entrepreneurship in a developmental state: an agenda for higher education institutions 2024RETRACTED ARTICLE: Can Social Media Be a Key Driver to Becoming an Entrepreneur?2023Direct selling: tackling the challenge of women’s inclusion within the base of the pyramid (BOP) labour market during COVID era

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