Exploring Gender Differences of Business Owners in Relation to Marketing Campaigns and Strategic Orientations
DOI:
https://doi.org/10.18502/kss.v9i23.16677Abstract
This paper aimed to analyze gender differences of business owners when adopting marketing campaigns through social media in Micro, Small and Medium Enterprises (MSMEs) in Indonesia. The Strategic Orientations of MSME owners lead to sales and business development, which is comparable between the genders of the business owners. The study used a self-administered questionnaire to find responses from 100 male and female business owners of MSMEs. In the study, all the MSME owners, both male and female, have used social media in marketing and product promotion. The data was analyzed using the SPSS software program. The findings indicated that the way business owners adopt marketing campaigns is different between males and females which also influences their sales and business development. Male business owners are more likely to adopt the entrepreneurial and technological orientations while female business owners are more active in using social media in their marketing campaign. This study contributes to the evaluation of MSME business owners’ gender differences to serve their consumers in this digital era.
Keywords: Gender Differences, Marketing, Strategic Orientation
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