An Exploratory Investigation of Facebook Live Marketing by Women Entrepreneurs in Bangladesh

摘要

Social media create enormous opportunity for entrepreneurship towards women in the developing country. Rural educated women are utilizing these opportunities for 24/7 business development through virtual platforms. In this context, this study aims to investigate the in-depth insights into women entrepreneurs' behavioral intention to use Facebook live for entrepreneurship marketing. Extending the Technology Acceptance Model (TAM), this research examined the impact of compatibility, brand awareness, consumer relationship perceived ease of use, perceived usefulness and intention in the context of women entrepreneurs. Data were collected using an online survey from 283 women entrepreneurs in Bangladesh who have an online store on Facebook. Confirmatory factor analysis and structural equation modeling employed to examine the hypothetical relationship the constructs. The results suggested that social media live marketing was influenced by women's compatibility, ease of use and usefulness. Additionally, social media usage influence on brand awareness building, while ease of use had a strong direct influence on intention to use Facebook live marketing. The finding confirmed that social media compatibility, usefulness, brand awareness creation is the most significant factors toward women entrepreneurship success. The theoretical and practical implications of the study are discussed.