KnE Social Sciences
ISSN: 2518-668X
The latest conference proceedings on humanities, arts and social sciences.
Exploring Gender Differences of Business Owners in Relation to Marketing Campaigns and Strategic Orientations
Published date: Jul 30 2024
Journal Title: KnE Social Sciences
Issue title: 2nd International Conference on Gender, Culture and Society (2nd ICGCS)
Pages: 179–198
Authors:
Abstract:
This paper aimed to analyze gender differences of business owners when adopting marketing campaigns through social media in Micro, Small and Medium Enterprises (MSMEs) in Indonesia. The Strategic Orientations of MSME owners lead to sales and business development, which is comparable between the genders of the business owners. The study used a self-administered questionnaire to find responses from 100 male and female business owners of MSMEs. In the study, all the MSME owners, both male and female, have used social media in marketing and product promotion. The data was analyzed using the SPSS software program. The findings indicated that the way business owners adopt marketing campaigns is different between males and females which also influences their sales and business development. Male business owners are more likely to adopt the entrepreneurial and technological orientations while female business owners are more active in using social media in their marketing campaign. This study contributes to the evaluation of MSME business owners’ gender differences to serve their consumers in this digital era.
Keywords: Gender Differences, Marketing, Strategic Orientation
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