Author(s): Frida Pacho
This paper adds to the debate about the effort which has been done by women entrepreneurs to keep their businesses running during the COVID-19 pandemic. Accordingly, the author seeks to understand how entrepreneurial marketing strategies decisions and social media adoption impact women’s business performance during the COVID-19 pandemic. Furtherly, examines the mediating role of the Technology Acceptance Model (TAM) on the relationships. To accomplish the study’s objectives, an actual visit survey using a questionnaire, Confirmatory Factor Analysis (CFA) was applied to validate the data, and the Structural equation model (SEM) was employed to test the hypotheses. The study revealed entrepreneurial marketing strategy decisions have a positive and statistically significant direct effect on company performance. Also, there was a positive and significant direct relationship between social media adoption and the company’s performance. In the mediation results, the study found that perceived usefulness mediated the relationship between entrepreneurial marketing strategies and business performance. In addition to that perceived usefulness mediate the relationship between social media adoption and business performance. The findings stimulate the momentum of the growing literature, particularly in developing countries on marketing strategies and decisions on women’s business performance.