Skip to Main content Skip to Navigation
Conference papers

The Power of Instagram in Building Small Businesses

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.
Complete list of metadata

Cited literature [12 references]  Display  Hide  Download
Contributor : Hal Ifip Connect in order to contact the contributor
Submitted on : Tuesday, February 6, 2018 - 3:22:57 PM
Last modification on : Tuesday, February 6, 2018 - 3:28:24 PM
Long-term archiving on: : Thursday, May 3, 2018 - 11:36:18 PM


Files produced by the author(s)


Distributed under a Creative Commons Attribution 4.0 International License



Wassan Alkhowaiter. The Power of Instagram in Building Small Businesses. 15th Conference on e-Business, e-Services and e-Society (I3E), Sep 2016, Swansea, United Kingdom. pp.59-64, ⟨10.1007/978-3-319-45234-0_6⟩. ⟨hal-01702216⟩



Record views


Files downloads