SOCIAL MEDIA IN PROMOTING SMALL AND MEDIUM ENTERPRISES (SMEs): MOTIVATION FOR YOUNG WOMEN ENTREPRENEURS IN BANGLADESH

Abstract

This study explores the role of social media in motivating and supporting young women entrepreneurs in Bangladesh, with a particular focus on promoting small and medium enterprises (SMEs) in the digital era. This research aimed to understand how social media platforms such as Facebook, Instagram, and YouTube influence the entrepreneurial journeys of young women, providing them with motivation, visibility, and access to broader markets. Through a mixed-methods approach, including 20 case studies (ICIs), 4 focus group discussions (FGDs) with young women entrepreneurs and 2 key informant interviews (KIIs) with experts, the study highlighted both the opportunities and challenges young women face in utilizing social media for business growth. The findings revealed that social media serves as a powerful tool for marketing, networking, and inspiration. Many women entrepreneurs struggle with digital literacy, time management, lack of family support, bank loans, insecurity, and negative comments and negative comment from community members. This study emphasized the need for targeted training, mentorship, and policy support to enhance the effectiveness of social media in fostering entrepreneurship. This research makes concluding remarks with policy recommendations aimed at improving digital literacy, creating mentorship opportunities, motivational seminar or workshop arrangements, more budget-related programs, facilitating access to financial resources, and promoting gender-inclusive policies to empower women entrepreneurs in Bangladesh’s digital economy.