Strategic uses of social media marketing by women entrepreneurs in Bangladesh: navigating socio-cultural barriers and economic opportunities

This study explores how women entrepreneurs in Bangladesh use Facebook to promote their fashion products and businesses. In Bangladesh, starting and running a business is challenging as women often face social restrictions, limited mobility, and fewer economic opportunities. Social media, especially Facebook, has created new ways for women to reach customers without needing a physical store or large financial investment. The research is based on interviews with women entrepreneurs who run small to medium businesses online. It shows that Facebook helps them connect directly with customers, advertise products, and build trust through regular communication. Many women can work from home, which allows them to balance business activities with family responsibilities. However, the study also finds that social and cultural expectations still shape how these businesses operate. Women often present themselves and their products in socially acceptable way, and may avoid strategies that could attract criticism. This means that while Facebook creates new opportunities, it does not completely remove existing barriers.

Overall, the study shows that social media is an important tool that helps women adapt to challenges and improve their economic situation. At the same time, it highlights the need to better understand how cultural norms continue to influence women’s entrepreneurship in developing countries like Bangladesh.