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The Roles of Social Media in Promoting Health Products among Women Entrepreneurs in Malaysia

Author

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  • Siti Zanariah Yusoff
  • Yusma Fariza Yasin

Abstract

Social media is a distinguish channel in promoting products and services for individuals and large corporations as well. The significant impact of the power of social media undeniable in today’s landscape, as there are evidences of successful entrepreneurs using the medium. Among all products in the market, health products also received bombarded attentions from targeted customers due to strategic marketing, primarily through social media such as Facebook and Instagram. This paper intends to identify how social media plays its roles in promoting health products among women entrepreneurs in Malaysia. Furthermore, this paper also aims to observe the factors of women entrepreneur predominant in this field. Based on immense literature on this topic, this paper applied content analysis on past and current studies to attain the objectives. Furthermore, an in-depth interview was conducted with selected ten entrepreneurs to get information on the usage of social media in their business. The results revealed that social media is the best network for entrepreneurs to promote their business through YouTube, Facebook, Instagram, and websites.

Suggested Citation

  • Siti Zanariah Yusoff & Yusma Fariza Yasin, 2019. "The Roles of Social Media in Promoting Health Products among Women Entrepreneurs in Malaysia," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 9(12), pages 618-625.
    • Handle: RePEc:asi:ijoass:v:9:y:2019:i:12:p:618-625:id:3149
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