How businesswomen engage customers on social media?

Purpose - This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance. Design/methodology/approach - This qualitative study is based on interviews with businesswomen. Findings - Businesswomen use SM actively but not effectively. SM are used primarily for advertising and promotion. External factors, such as family and friends, are more influential in the decision of women to use SM in business. Women mostly use defensive rather than offensive strategies. Effective use of SM in conjunction with conventional marketing tools can improve customer engagement and increase business performance. Practical implications - The research findings are valuable for marketing managers, women entrepreneurs and micro and small businesses in making decisions to effectively use SM. Originality/value - This study investigates customer engagement from the owner/manager's perspective in contrast to the general customer-centric approach. The study contributes analysing an important and scarcely explored area, which is the use of SM by women-run MSEs in less developed countries to engage consumers.