Web 2.0 Tool of Empowerment of Female Entrepreneurs SMEs. A Case Study in the Andalusian Context
| Autor: | Rosario Rodríguez-Díaz, María-José González-Río |
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| Jazyk: | Spanish; Castilian |
| Rok vydání: | 2016 |
| Předmět: | |
| Zdroj: | Feminismo/s, Vol 0, Iss 27 (2016) |
| Druh dokumentu: | article |
| ISSN: | 1696-8166 1989-9998 |
| DOI: | 10.14198/fem.2016.27.12 |
| Popis: | The main objective of this research is to identify through the Technology Acceptance Model (TAM) factors that drive uses, level of immersion and utilities the social media as well as potential motivations or barriers in micro and / or SMEs run by women in the region of Andalusia. This is a qualitative study through interviews in depth of 14 female entrepreneurs selected by non-probability sample and maximum variation sampling, in order to get a more representative spectrum of experiences of use and socio-demographic profiles. Female entrepreneurship has not studied a homogeneous level of involvement in the use of social media as a tool for their business, but they are aware of their effectiveness. Its future competitiveness will be highly contingent on the efficient use of virtual social networks that demand the new digital economy. |
| Databáze: | Directory of Open Access Journals |
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