SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
Browse
3 results
Search Results
Item Restricted .Entrepreneurship and Digital Marketing in Saudi Arabia: Exploring the Role of Instagram, The Social Media Platform(University of Essex, 2024-10-05) Alodhaibi, Aghareed; Kim, HyerhimIn this study, the focus is on exploring how Instagram contributes to digital marketing and entrepreneurship in the context of Saudi Arabia, particularly in the fashion industry. The main objective is to investigate how small and medium-sized enterprises (SMEs) utilize Instagram to improve brand recognition, interact with customers, and boost sales. The survey helped gather responses to questions relating to Instagram Use, Instagram Features, Customer Engagement, Branding, Marketing Effectiveness and Entrepreneurship. The research utilized a quantitative approach, with Marketing Effectiveness as the independent variable and Instagram Usage and Features as independent variables with Customer Engagement, Branding and Entrepreneurship as moderators. Analysis of the data reveals that consistent use of Instagram, including posts, videos, and paid promotions, significantly improves marketing effectiveness and sales performance for SMEs. The results affirm that visual content and influencer marketing on Instagram play a vital role in enhancing brand visibility and customer engagement. However, not all forms of customer interaction lead to improved marketing outcomes, emphasizing the need for more in-depth engagement strategies. While entrepreneurship alone does not significantly moderate Instagram's marketing impact, the study highlights the crucial role of branding in amplifying the platform's effectiveness. This study provides valuable insights into the increasing significance of Instagram in digital marketing and offers strategies for SMEs in the Saudi fashion sector to optimize their presence on social media41 0Item Restricted Entrepreneurship dynamics for women entrepreneurs' inclusion in emerging markets: a case study on Saudi Arabia(University of Glasgow, 2024-05-16) Alzahrani, Eidah; Keston-Siebert, Sabina; Gordon, JillianThis study explored the ways in which institutions affect women that either support or hinder their entrepreneurial endeavours and considers how women can leverage these institutions to their advantage. Few studies have focused on women entrepreneurs' interactions in their local economic and social contexts (Cavallo et al., 2018). This study explores the role of institutions in women's entrepreneurship in Saudi Arabia amidst COVID-19 and post-pandemic. The data collection for this study utilised multiple methods including: conducting interviews with (31) Saudi women and (6) institutional representatives; remote observation of entrepreneurial events and document analysis. A thematic analysis approach was adopted to examine the data and identify recurring patterns and themes within the discussion. This research examines the intricate relationship between institutions and women's entrepreneurial activities. Through analysing how institutions can influence and be influenced by women, this research has uncovered the potential for mutual benefits and opportunities that exist within this dynamic. The study utilises complementary frameworks integrating institutional impact and identity play as theoretical lenses with a ‘multi-level model’ (McAdam et al., 2019) and ‘do context framework’ (Baker and Welter, 2020) to gain a better understanding of how entrepreneurs interact with their contexts. This study makes a crucial contribution by emphasizing the pivotal role that women entrepreneurs have in shaping society, offering invaluable insights, and acting as a catalyst for empowering women in the field of entrepreneurship. The decisions they make, the risks they take, and their resilience in the face of challenges are influenced by beliefs, faith, self-worth, confidence, tenacity, self-awareness, risk-taking, adaptability, autonomy and independence, determination, and self-empowerment. Such attributes serve as the defining characteristics of their entrepreneurial journey. The importance of institutional influences is highlighted by the constantly changing environment in which these women operate, thus illustrating their significance. By examining the connection between women and institutions in the field of entrepreneurship, this research provides valuable insights of the complex mechanisms that influence women's interactions and highlight the transformative power of women entrepreneurs to shape institutions and society. Thus, through the development of a multidimensional theoretical framework, it illustrates the continuous interaction between entrepreneurs and their environments in a continual cycle. Through this, women have influenced family, cultural norms and institutional policies in subtle ways. The study describes bidimensional process influences and leverages their contexts to make entrepreneurial decisions, providing a framework for further research.47 0Item Restricted What are the driving forces behind entrepreneurship and innovation in small and medium-sized Entrepreneurship in the Jazan region?(Saudi Digital Library., 2023-11-29) Alhazmi, Amjad Abdulrahman; Huxtable-Thomas, LouisaThis study aims to investigate the driving forces that motivate entrepreneurship and innovation among small and medium-sized enterprises (SMEs) in the Jazan region of Saudi Arabia. By exploring the motivations for entrepreneurs, factors that stimulate innovation, government policies and support programs, and barriers to establishing SMEs, this research seeks to shed valuable light on the entrepreneurial and innovative landscape in its region. As it utilizes quantitative methods of investigation, its findings offer insights into the motivations and experiences of entrepreneurs in the area. Data was gathered using the primary research method by distributing around 4200 questionnaires. Perspective purposive sampling was employed, choosing samples relevant to the objectives of this research study (Owners and managers of SMEs). Finally, descriptive statistics was utilized to identify patterns and themes within this data set. The analysis of 104 responses revealed the key drivers behind entrepreneurialism and innovation among SMEs in Jazan. The study determined that financial incentives and support, market opportunities and demand, personal motivation and passion, and networking/collaboration were crucial components in encouraging entrepreneurialism. innovation, technological development, and accessibility. Competitive advantage and survival, customer needs and satisfaction, employee training and empowerment, financial support and incentives, regulatory environment and ease of doing business, and networking and business support organizations were identified as key drivers. This study addressed some of the challenges entrepreneurs encounter when starting SMEs in Jazan, such as accessing capital and funding, market entry barriers and competition, and lack of infrastructure. Limited access to capital and infrastructure poses obstacles to entrepreneurs. Therefore, this study recommends increasing financial support through networking events, investing in infrastructure improvements, and creating entrepreneurship education programs aimed at supporting SMEs further in Jazan. It also addresses any limitations to current research as well as provides suggestions for future research endeavors.26 0