Year-end Sale % OFF 
Abstract
The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance.
Highlights
Rates of female entrepreneurship in Spain are higher than in the rest of Europe
According to data provided by the 2019 Global Entrepreneurship Monitor (GEM) World Report, for every 10 startups in Spain led by men, there are 9 led by women, while the European average stands at six female entrepreneurs for every 10 male entrepreneurs
According to the results obtained through the analysis carried out by means of the “PROCESS” macro, most of the hypotheses raised at the theoretical level are confirmed
Summary
Rates of female entrepreneurship in Spain are higher than in the rest of Europe. According to data provided by the 2019 Global Entrepreneurship Monitor (GEM) World Report, for every 10 startups in Spain led by men, there are 9 led by women, while the European average stands at six female entrepreneurs for every 10 male entrepreneurs.Among the reasons for female entrepreneurship is the need to break through the “glass ceiling,” or the importance of achieving a work-life balance (Moreno-Gavara and Jiménez-Zarco, 2019). Rates of female entrepreneurship in Spain are higher than in the rest of Europe. According to data provided by the 2019 Global Entrepreneurship Monitor (GEM) World Report, for every 10 startups in Spain led by men, there are 9 led by women, while the European average stands at six female entrepreneurs for every 10 male entrepreneurs. The desire to start up a business is hindered by the fact that the majority of women entrepreneurs— those who set up a micro-SME or are self-employed—face economic difficulties and an ongoing lack of cultural and social support in our country (Mastercard Index of Women Entrepreneurs, 2019). The general fall in demand, together with temporary closures and the restrictions imposed on opening hours and maximum capacity, Female Micro-Entrepreneurs and Social Networks translates into a scenario of uncertainty and risk that leads many to fear for the survival of their business (Spanish Confederation of Small and Medium Enterprises, 2020)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
