{"id":7760,"date":"2025-03-11T17:48:15","date_gmt":"2025-03-11T17:48:15","guid":{"rendered":"https:\/\/scai.kibu.ac.ke\/?p=7760"},"modified":"2025-12-23T23:50:15","modified_gmt":"2025-12-23T23:50:15","slug":"social-media-platforms-usage-for-entrepreneurship-sustainability-a-study-of-selected-rural-women-entrepreneurs-of-small-businesses","status":"publish","type":"post","link":"https:\/\/kibu.ac.ke\/scai\/social-media-platforms-usage-for-entrepreneurship-sustainability-a-study-of-selected-rural-women-entrepreneurs-of-small-businesses\/","title":{"rendered":"Social Media Platforms Usage for Entrepreneurship Sustainability: A Study of Selected Rural Women Entrepreneurs of Small Businesses"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7760\" class=\"elementor elementor-7760\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-283fa27a elementor-section-full_width elementor-section-height-min-height elementor-section-items-stretch elementor-section-height-default\" data-id=\"283fa27a\" data-element_type=\"section\" id=\"ourgoal\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-650d010f\" data-id=\"650d010f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1b463ec2 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"1b463ec2\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Social Media Platforms Usage for Entrepreneurship Sustainability: A Study of Selected Rural Women Entrepreneurs of Small Businesses<\/h1>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7b53939a elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"7b53939a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cc020e7\" data-id=\"cc020e7\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1063e7e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1063e7e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-4d68ca8c elementor-invisible\" data-id=\"4d68ca8c\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5ae82507 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"5ae82507\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2021<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-366e42ed elementor-invisible\" data-id=\"366e42ed\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3205f314 elementor-widget elementor-widget-heading\" data-id=\"3205f314\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">KIBU Authors<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1163fee elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"1163fee\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Roselida Maroko Ongare<\/p><p>Franklin Wabwoba<\/p><p>Anselemo Peters Ikoha<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-5d84b918 elementor-invisible\" data-id=\"5d84b918\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-16ae9093 elementor-tablet-align-left elementor-invisible elementor-widget elementor-widget-button\" data-id=\"16ae9093\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInLeft&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-shrink\" href=\"https:\/\/www.ijcsit.com\/~ijcsitco\/docs\/volume12\/vol12issue02\/ijcsit2021120202.pdf\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">VIEW ON PUBLISHER SITE<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-201703f7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"201703f7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-39c82fbd elementor-invisible\" data-id=\"39c82fbd\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-54220265 elementor-widget elementor-widget-heading\" data-id=\"54220265\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Abstract<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14a00274 elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"14a00274\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Social media platforms are sustaining technologies that are currently altering the economic and social landscapes by changing the way people live, do business and work. Social media platforms if used properly can provide effective tools to support sustainable entrepreneurial activities with the potential of empowering women entrepreneurs economically, socially as well as enabling them to contribute positively to environmental conservation and protection. This research study sought to evaluate social media platforms usage by women entrepreneurs of small businesses in rural areas for entrepreneurship sustainability. This was achieved by evaluating the usage of Facebook, WhatsApp, YouTube, Twitter, Instagram, and LinkedIn by women entrepreneurs in selected rural market centres of Siaya County in Kenya. The study was premised on the fact that maximum utilization of the social media platforms by women entrepreneurs of small businesses in rural areas would provide opportunities to accelerate the country\u2019s social, economic and environment well-being. The study initially sought to predict the relationships between usage of Facebook, WhatsApp, YouTube, Twitter, Instagram, and LinkedIn and entrepreneurship sustainability of women entrepreneurs of small businesses in rural areas, then explored the detailed views of these women concerning the use of these social media platforms and finally compared the relationship between their usage and entrepreneurship sustainability. The target population was women entrepreneurs of small businesses in Siaya County. A sample size of 272 was used and a response rate of 91.91% was achieved. Purposive, simple random and snowball sampling techniques were used to aid in data collection. Survey research design was used and questionnaires were used to collect data. Data analysis was done using PLS-SEM statistical model and descriptive, inferential and predictive statistics that encompassed regression and correlation were used to analyse the data. Ethical issues arising from the research such as informed voluntary consent, no harm to participants, confidentiality of information and data integrity were accounted for. The reliability of the research tool was arrived at using composite reliability test and Cronbach\u2019s Alpha test. Validity of the research instrument was assessed using factor analysis. The significance of the study lied in its ability to provide valuable insights into the aspects of social media platforms usage in business and entrepreneurship sustainability.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>2021 KIBU Authors Roselida Maroko Ongare Franklin Wabwoba Anselemo Peters Ikoha VIEW ON PUBLISHER SITE Abstract Social media platforms are sustaining technologies that are currently altering the economic and social landscapes by changing the way people live, do business and work. Social media platforms if used properly can provide effective tools to support sustainable entrepreneurial [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-7760","post","type-post","status-publish","format-standard","hentry","category-research-list"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Social Media Platforms Usage for Entrepreneurship Sustainability: A Study of Selected Rural Women Entrepreneurs of Small Businesses - School of Computing &amp; Informatics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kibu.ac.ke\/scai\/social-media-platforms-usage-for-entrepreneurship-sustainability-a-study-of-selected-rural-women-entrepreneurs-of-small-businesses\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media Platforms Usage for Entrepreneurship Sustainability: A Study of Selected Rural Women Entrepreneurs of Small Businesses - School of Computing &amp; Informatics\" \/>\n<meta property=\"og:description\" content=\"2021 KIBU Authors Roselida Maroko Ongare Franklin Wabwoba Anselemo Peters Ikoha VIEW ON PUBLISHER SITE Abstract Social media platforms are sustaining technologies that are currently altering the economic and social landscapes by changing the way people live, do business and work. 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