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Erschienen in:
2016 | OriginalPaper | Buchkapitel
The Power of Instagram in Building Small Businesses
verfasst von : Wassan Alkhowaiter
Erschienen in: Social Media: The Good, the Bad, and the Ugly
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Abstract
Instagram is a relatively new channel of communication that allows its users to share photos and videos. Since its launch in October 2010, there has been a rapid growth in the number of its users worldwide. In Saudi Arabia women, entrepreneurs in particular have discovered new ways to exploit Instagram accounts to start and manage small online businesses. The use of this application allows them to target and reach interested users and customers, especially given the limited involvement of Saudi women in the labor force. Although social media channels such as Instagram offer a significant opportunity to address the high female unemployment rate in Saudi Arabia (SA) by creating new jobs, no research has yet identified the factors affecting the success of Instagram-based small businesses. Therefore, the current research explores the uses of Instagram as a selling platform by Saudi women entrepreneurs and presents some of their success stories.