How businesswomen engage customers on social media?

How businesswomen engage customers on social media?

Purpose – This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance. Design/methodology/approach – This qualitative...

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Bibliographic Details
Main Authors: Nida Fatima, Raza Ali
Format: Article
Language:English
Published: Emerald Publishing 2023-08-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
Social media
Customer engagement
Business performance
Micro and small enterprises
Business women
Qualitative research
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-09-2021-0172/full/pdf

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https://www.emerald.com/insight/content/doi/10.1108/SJME-09-2021-0172/full/pdf

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