Abstract

Author:
Sunity Halder, Abu Bakar Abdul Hamid, Huam Hon Tat

Doi: 10.26480/mbmj.01.2025.33.43

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This study aims to explore the impact of social media usage on the entrepreneurial performance of women entrepreneurs in Bangladesh. By examining factors such as perceived usefulness, perceived ease of use, attitude toward social media use, subjective norms, and social media engagement, the research investigates how these elements influence business success. A total of 252 women entrepreneurs participated, and data were analyzed using SPSS 24, employing reliability tests, descriptive statistics, correlation, and regression analysis. The findings reveal that perceived usefulness, perceived ease of use, and subjective norms positively affect entrepreneurial performance, while social media engagement has a negative influence, indicating that excessive engagement can hinder business outcomes. These results emphasize the need for a balanced approach to social media use, with an emphasis on strategic, purposeful engagement. The study contributes to the literature on women entrepreneurship and digital tools, offering practical insights into optimizing social media use for business growth. It also provides valuable guidance for policymakers, supporting organizations, and entrepreneurs themselves in leveraging digital platforms effectively. Socially, the study highlights the challenges and opportunities women face in digital entrepreneurship, promoting more inclusive and sustainable business practices. The study’s limitations include its focus on a single country and cross-sectional data, suggesting the need for further research with larger, more diverse samples and longitudinal designs. Future studies could expand the scope to explore the role of different social media platforms and factors influencing their effectiveness in business contexts.