The Impact of Social Media on Knowledge-Sharing Practices among Women Entrepreneurs in Mafinga, Tanzania

Abstract

This study investigates the influence of social media on knowledge-sharing practices among women entrepreneurs in Mafinga, Tanzania. Despite the global proliferation of social media, its impact on women entrepreneurs in rural, developing regions remains underexplored. Using a mixed-methods approach, the study combines surveys from 52 women entrepreneurs and in-depth interviews with 20 participants. Theoretical framework was adoptedfrom the Theory of Diffusion of Innovations and Social Capital Theory guide the analysis. Key findings reveaedl that women entrepreneurs primarily use social media for marketing, customer engagement, and networking. Benefits include increased visibility and access to new markets, while challenges include limited digital literacy, unreliable internet access, and cultural barriers. The study concludes that social media can empower women entrepreneurs by facilitating knowledge sharing and business growth, but these benefits depend on addressing digital literacy, technology access, and cultural norms. Recommendations include implementing digital literacy programs, investing in internet infrastructure, and fostering supportive networks.