Roles of social media in empowering micro scale women entrepreneurs in Gombe State, Nigeria

Abstract

Despite various efforts aimed at inclusive development both at the national and international levels, gender inequality is still prevalent in many developing countries especially in the field of entrepreneurship. This is particularly evident patriarchal societies such as north eastern Nigeria where women micro entrepreneurs face several socio-cultural and institutional challenges. The aim of this study was to assess the role social media plays in empowering micro scale women entrepreneurs in Gombe State Nigeria. A random sample of 92 women entrepreneurs operating in both old and new markets of Gombe metropolis were chosen for the study. A structured questionnaire was designed using to collect data from the respondents. The study found that social media is empowering women entrepreneurs in Gombe metropolis by increasing their social capital and self-efficacy. This study recommends that the government should further educate the women entrepreneurs especially micro scale entrepreneurs on the prospects of social media in enhancing business purposes, and hence their ability to contribute actively to community and national development whilst also training them on how to overcome potential risks on social media platforms. The study further recommends that, the government should liaise with the telecommunication companies to provide a good quality internet connectivity to their customers in order to enhance business activities.