Understanding ICT strategy of women small business owners in developing countries: Linking social media use, business strategy and well-being

Micro and small businesses comprises more than 70-95% of all business globally, provide important contributions to social and economic development and have been at the forefront of job creation (OECD, 2017). The use of mobile internet technology such as social media by small businesses has been receiving much attention, particularly for its potential in reaching wider customer base. The research aims to explore the use of social media by women small business owners in relation to business strategies and objectives from human development perspective. In doing so, we are guided by the interrelating concept of personal value, business strategy and women entrepreneurships. This paper reports a preliminary result of the study based on three interviews with women small business owners. The findings show social media strategy are directed towards fulfilling business objective and at the same time achieving valued goals around family commitments and other social well-being.