Investigating the Impact of Instagram on Women Entrepreneurs’ Empowerment

DOI

10.2991/assehr.k.200728.013How to use a DOI?

Keywords

Women empowerment, qualitative content analysis, social media, Instagram

Abstract

The advent of social media has created new ways to interact, participate, cooperate, and collaborate with various parties in daily life, including business. Such features are beneficial for SMEs with limited resources and capabilities, particularly women entrepreneurs. Literature have shown that using social media can help women worldwide to empower themselves in political, social, cultural and economic sectors. Social media characteristics allow users to share information, participate, interact and modify contents to help women empowerment. Considering the large number of women entrepreneurs in Indonesia, it is important to examine how women in Indonesia use social media as an empowerment tool for them. Using qualitative content analysis, this study categorizes the content of text and visual data on social media, particularly Instagram owned and operated by women-entrepreneurs. Data were collected from two Instagram accounts owned by two women-entrepreneurs in Yogyakarta, Indonesia. An iterative analysis was then conducted by comparing data with theoretical concepts used in this research. This research found that in both cases social media elements were utilised effectively. Furthermore, the decision to use Instagram and Facebook rather than other social media platforms was based on their experience in using these platforms. Social media, particularly Instagram allows also both cases to collaborate with other women entrepreneurs or other communities. This study concluded that women empowerment is shown on how the women entrepreneurs studied use social media. Social media contents on these two accounts are one of the ways for these women actualize themselves.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Ambar Sari Dewi
PY  - 2020
DA  - 2020/07/28
TI  - Investigating the Impact of Instagram on Women Entrepreneurs’ Empowerment
BT  - Annual International Conference on Social Sciences and Humanities (AICOSH 2020)
PB  - Atlantis Press
SP  - 58
EP  - 61
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200728.013
DO  - 10.2991/assehr.k.200728.013
ID  - Dewi2020
ER  -