Themes and subthemes from the qualitative findings
| Themes | Subthemes |
|---|---|
| Social media usage | • Choice of media; Motives behind using social media; Social media activities |
| Customer engagement | • Customer engagement conceptualization; Social media strategies to engage customers; Customer engagement indicators |
| Impact of social media on business performance | • Performance measures; Customer engagement and Social media effectiveness; Impact of multiple social media channels |
| Social media effectiveness in comparison with other marketing tools | • Marketing tools commonly used by women; Online versus face-to-face customer contact |
| Themes | Subthemes |
|---|---|
| Social media usage | • Choice of media; Motives behind using social media; Social media activities |
| Customer engagement | • Customer engagement conceptualization; Social media strategies to engage customers; Customer engagement indicators |
| Impact of social media on business performance | • Performance measures; Customer engagement and Social media effectiveness; Impact of multiple social media channels |
| Social media effectiveness in comparison with other marketing tools | • Marketing tools commonly used by women; Online versus face-to-face customer contact |
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