Exploring the Underlying Factors and Barriers that Contribute to the Representation of Women in Leadership Positions within Advertising Agencies in Saudi Arabia, in the Context of Saudi Vision 2030

Abstract

This qualitative research aims to address the factors and barriers that contribute to the representation of women in leadership positions within advertising agencies in Saudi Arabia in the context of Saudi Vision 2030. While Vision 2030 creates new opportunities for women in Saudi Arabia's advertising industry, persistent cultural and organizational barriers still hinder their full participation in leadership roles. The study highlights the ongoing struggle to balance progress with deep-rooted traditional norms. 10, industry leaders were interviewed using semi-structured open-ended questions to understand the complex and diverse experiences and perceptions of both men and women in the industry. The research applies a thematic analysis method to find themes and patterns while using institutional and social capital theory as an analytical lens. The themes include (1) the impact of Vision 2030 on gender dynamics and work culture (2) barriers to female leadership and gender biases in advertising (3) support systems and career development for women (4) women's leadership styles and representation. The research has found that while Vison 2030 poses as an institutional enabler, opening more opportunities for women in leadership, cultural and organizational barriers still hinder true gender equality. Women face challenges like balancing family life, stereotypes, and traditional gender norms, with these issues influenced by a complex interplay of regulatory, normative, and cultural factors.