Social media usage in Indian beauty and wellness industry: a qualitative study

Masduki

2021

Preprint

This study explores the efforts of Indonesian women entrepreneurs to sustain their businesses during the COVID-19 crisis of 2020–2021. Focusing on female-owned businesses in Yogyakarta, this research places particular emphasis on how social media contributes to their survival. Using a quantitative approach to analyze data collected from 130 respondents, the researchers found that the pandemic has severely affected women entrepreneurs—especially those operating SMEs. Most significantly, women have experienced reduced income due to decreased sales, disrupted supply chains, and difficulty paying credit instalments. Although women entrepreneurs are particularly vulnerable to economic shocks, most lack access to assistance from government and private programmes. This study also sheds light on social media's Important role in saving women's businesses. Facebook, WhatsApp, and Instagram have become the main instruments through which women market their businesses and reach new audiences. Aggressive promotions, accompanied by attractive offers such as discounts and additional services, have helped women entrepreneurs reduce their losses. Overall, we conclude that women entrepreneurs found innovative ways to survive their businesses during a time of crisis.

Section: Social Media and Small Businessmentioning

confidence: 99%

Women Entrepreneurs and The usage of social Media for Business Sustainability In the time of Covid-19

Masduki

2021

Preprint

2020 8th International Conference on Cyber and IT Service Management (CITSM)

“…Social media, as online technological tools with web 2.0, allows people to interact easily with the online community by exchanging data and sharing information via the Internet [10]. Social media, as one of the digital platforms, is regarded as suited to the character of micro-enterprises.…”

Section: A Micro-enterprises Social Media and Instagrammentioning

confidence: 99%

“…Amongst all social media platforms, Instagram is the prominent one following Facebook. This platform facilitates two-way communication and promotes the business to a broader audience [15]. Compare to the other platforms, Instagram has a higher level of use for interaction, co-creation, and engagement [16].…”

Section: A Micro-enterprises Social Media and Instagrammentioning

confidence: 99%

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Celebrity Endorser in Supporting SMEs through Social Media in Pandemic Situation

Hidavat

Fatimah

Patriana

et al. 2020

The pandemic covid-19 has forced SMEs entrepreneurs to transform their business from offline to online purchases. Social media such as Instagram is a digital platform that uses widely. It gives a wide opportunity to SMEs entrepreneurs to survive and to grow. But it provides many challenges. One of the challenges is the capacity of entrepreneurs to transfer the knowledge of the product and influence the customer to buy. Celebrity involvement in supporting SMEs entrepreneurs by endorsing the product in value will be a good way for SMEs entrepreneurs to influence customers. This research aims to portray of celebrity endorser in supporting SMEs Entrepreneurs to survive through Instagram (Social Media) in the Pandemic Covid-19 condition. The study observes and records endorsement activities carried out by 65 celebrities through their Instagram account and to survey 809 SMEs entrepreneurs that the product endorsed by the celebrity.

“…Maintenance of in-store and customer-responsive environment reinforces a positive evaluation of services by the effect of overall grooming given to the customers (Shahbazi and Akareem, 2013;Jung et al, 2017). In the context of beauty salons research has been done on the subjects such as the attitude of women toward beauty salons (Paluri and Mehra, 2019), professionalism in beauty and wellness work (Raval and Pal, 2019), identifying prominent social media platforms in the Indian beauty and wellness industry (Kaur and Kumar, 2020). No study to date has been found investigating servicescape dimensions for beauty salons in India.…”

Section: Introductionmentioning

confidence: 99%

Uncovering the dimensions of servicescape using mixed method approach – A study of beauty salons

Kampani

Jhamb

2020

BIJ

PurposeThe purpose of this study aims to explore the dimensions assessing the servicescape of beauty salons and provides suggestions to improve the salon's servicescape.Design/methodology/approachA mixed-method design is used in the sequence of thematic analysis through focus group technique followed by exploratory factor analysis and confirmatory factor analysis were used to assess the beauty salon's servicescape.FindingsThe exploration of factors in beauty salons is determined with three dimensions: the substantive staging of servicescape, the communicative staging of servicescape and the social staging of servicescape. These dimensions are mentioned in the order of importance perceived by the customers. The substantive staging of servicescape was identified with five factors: ambient conditions, facility aesthetics, artifacts, provisions and spatial layout. Communicative staging of servicescape explored four factors: employee duties, employee commitment, employee–customer interactions and employee image. Social staging derived two factors: customer characteristics, customer-to-customer interactions.Research limitations/implicationsThe findings enrich the previous literature with the addition of new factors while assessing servicescape in beauty salons and the development of new items through qualitative research in the domain of servicescape.Practical implicationsThe study offers the managers to understand the importance of various factors affecting the servicescape in beauty salons. The salon managers can beautify the service environment through the implementation of the factors identified, thus resulting in enhancing the experience of customers at the salons.Originality/valueConsidering no research has been conducted on beauty salons scale development, this study serves as the first empirical research effort.