Social media adoption by women entrepreneurial small businesses

PurposeThe purpose of this study is to evaluate the factors related to the adoption of social media by women entrepreneurial small businesses (ESBs).Design/methodology/approachUsing a structured survey instrument, this study gathered data from 101 women entrepreneurs in Yemen. Descriptive statistics were used to analyze the data.FindingsThe results confirm that social media has been widely applied by women ESBs in Yemen and has made a significant contribution to different business strategies and processes, mainly marketing, promotion and communication. Social media adoption is linked mainly with nontechnical obstacles and challenges, in specific, those "soft" factors such as management attitude, as well as "hard" technical obstacles and challenges involving cost and other practical aspects regarding social media nature.Practical implicationsThis study contributes to the increase in awareness of the impact of social media among female ESB owners. A greater understanding of the impact of social media will eventually lead to better use of the tool to increase performance.Originality/valueThis study highlights the perceived benefits and challenges that give Yemeni female business owners strong decision-making power in their businesses. This study provides insight into the numerous drivers that affect owners/managers' decisions to adopt and continuously use social media in the future.