Mídias sociais em empreendedorismo sociais femininos da cidade de Salvador-Bahia

Abstract

The forms of undertaking have been expanded and modified in the last decade. This was mainly due to the management spaces of organizations being occupied more frequently by women and the change in the places where the enterprises are located, due to the need for women to enter the labor market in an adaptable way. One of the sectors that encompasses many of the enterprises coordinated by women is social entrepreneurship. In this context, this research aims to understand how social entrepreneurs from Salvador-Bahia use social media tools in their organizations. The city of Salvador was chosen as the setting for this study due to its relevance as a center for female social entrepreneurship. For this, a qualitative approach study was carried out, using interviews and content analysis in order to identify the challenges and possibilities encountered by entrepreneurs when applying content marketing strategies and online ads to promote their ventures. The results of this study indicated that social entrepreneurs use these tools to boost and to disclose their activities, although they routinely face limited financial resources to invest in online advertisements and other advanced strategies. Through the analysis of the collected data, insights and recommendations were obtained to improve the use of social media by social entrepreneurs, aiming at expanding the reach and impact of their ventures.