Acta Universitatis Danubius. Œconomica, Vol 16, No 1 (2020)

Abstract

Social Media platforms can be employed by businesses to create value, and innovatively create newer products and services for the marketplace. With limited resources during the start-up phase and growth expansion later in the business cycle, gender constructs which impede performance, can be circumvented with the use of social media platforms. This paper examines the use of social media as a strategic/viability tool in business venturing in relationship to challenges facing female entrepreneurs in developing systems such as Nigeria. A survey approach was utilized for analysis of the data collated from 73 respondents. A semi-structured questionnaire was the research instrument, and analyses were made with Statistical Packages for Social Sciences (SPSS vs. 25) for a set of descriptive and inferential statistics. Results indicate that some aspects of gender stereotyping could be mitigated by using social media. The constraints of inability at balancing work-life interface, impact of limited mobility, impact of family responsibilities and relationships could be circumvented, leading to enhancement in business operations. This increases viability and sustainability of these enterprises long-term.