Understanding the Perception of Women Entrepreneurs and Their Adoption of Social Media: Strategies and Challenges in the Kingdom of Saudi Arabia

Tahir Iqbal

Abstract

This article examines the effect of perception of women entrepreneurs on adopting social media platforms and how the socio-cultural and financial challenges are moderating this effect. For this purpose, women entrepreneurs from Jeddah, Riyadh, and Khobar were approached, and 253 responses were gathered. For the empirical analysis purpose, confirmatory factor analysis (CFA) and structural equation modelling (SEM) was carried out. The outcomes of the study have suggested that only financial challenges moderate the relation of perception of women entrepreneurs with the implementation of social media. It is found that socio-cultural positively but insignificantly moderates the effect of perception of women entrepreneurs on the adoption of social media, but financial challenges affect positively and significantly. In this regard, the study also provides implications for policymakers.