An exploratory study on the use of digital platforms as business networking tool for women-led SMES in Nakawa peri-urban community, Kampala district
Mwesigwa, Moses Abel
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Social media is a phenomenon that has transformed the interaction and communication of individuals throughout the world. Especially, social networking websites are very popular and have become a daily practice in a lot of people’s lives. These sites have made a significant impact in the business world through connecting the producers and buyers virtually in a couple of seconds. However, so many entrepreneurs have underestimated the power of these digital platforms in attaining market for their products. The goal of this study was to explore the attitudes that women-entrepreneurs have towards integration of digital platforms as marketing tools in their enterprises, thus saving time, energy, money and reducing the risks associated with remote field localities. A cross-sectional research design was used in the generation of qualitative data since it helped better in studying the representative subset. The model has demonstrated that it is possible to use this time of model and apply it to a complex study area to produce a usable set of data for future field work. For this research, I used Nakawa Division as my scope. By researching the relationship of digital platforms and women-led SMEs, it becomes evident that women’s use of the digital platforms is highly limited by the vast unfavorable government policies. I have also realized that digital platform marketing has become sided, therefore the women-entrepreneurs should educate their customers on how to effectively harness digital platforms services so as to enable customers to easily communicate their opinions or comments and complaints. This will ensure there is two way communications between the company and its customers thus improving the relationship between women SME and its customers.