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Entrepreneurship via social networks – “connected woman” in Lebanon

Jessica Lichy (IDRAC Business School, Lyon, France)
Jillian Dawes Farquhar (Faculty of Business, Law and Digital Technologies, Solent University, Southampton, UK and University of KwaZulu Natal, Durban, South Africa)
Maher Kachour (ESSCA School of Management, Anger, France)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 16 November 2020

Issue publication date: 15 September 2021

596

Abstract

Purpose

The purpose of this paper is to extend understanding of marketing in MENA by investigating how women entrepreneurs use social networking sites (SNS) in marketing their businesses in Lebanon.

Design/methodology/approach

To address contextual issues arising from research in this region, this study consists of a two-phase research design of, first, a panel of specialised business commentators and, second, digital qualitative data collection that enabled access to hard to reach informants.

Findings

The study reveals that the activities of women entrepreneurs are fundamentally enabled by SNS as it allows them to optimise their networks in prospecting, communicating and developing relationships with stakeholders. It also allows them to support the social fabric of the family unit by providing an extra source of income and facilitating connections.

Research limitations/implications

This study draws on a single country within the MENA region; nonetheless, the analysis offers new and nuanced understanding to marketing of small businesses in uncovering how Lebanese women entrepreneurs are able to build and run their businesses using SNS.

Practical implications

This research demonstrates how women entrepreneurs can set up and run businesses using SNS to reach and extend their networks in a culturally diverse and growing economy. SNS provides an inclusive platform through which women build and run a small business.

Social implications

This research responds to a World Development aim of studying the relationships between gender and trade such as women entrepreneurs using social technologies.

Originality/value

This research responds to a World Development aim of studying the relationships between gender and trade, here by investigating how women entrepreneurs set up and run small businesses enabled by SNS.

Keywords

Citation

Lichy, J., Farquhar, J.D. and Kachour, M. (2021), "Entrepreneurship via social networks – “connected woman” in Lebanon", Qualitative Market Research, Vol. 24 No. 4, pp. 426-448. https://doi.org/10.1108/QMR-01-2020-0004

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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