The Role of Social Media in Women’s Entrepreneurship in the UAE: Implications for Gender Development and Equality

Abstract

The objective of this paper is to assess the implications of social media platforms for women entrepreneurs in the UAE, and the extent to which these tools have empowered businesswomen to compete in the market and overcome cultural, societal and financial barriers.  Drawing on in-depth interviews conducted with 14 businesswomen in the country, the paper sheds light on how women entrepreneurs have benefited from the internet and social media to build their startup companies and business ventures, and on the extent to which these tools have helped them overcome various forms of obstacles facing businesswomen in the country.  The results have shown that the social media platforms in the UAE context have provided great aid for women to become independent and start their own businesses, while reducing some challenges for them to attain their goals. In addition, the existence of social media has helped in reframing and positioning their roles in the right context to become financially independent.