Table 4. Conclusions, theoretical and... | Emerald Publishing

Table 4.

Conclusions, theoretical and practical implications

Conclusions	Theoretical implications	Practical implications
The influence of family and friends is important in decisions to use SM The primary motives for SM usage are marketing, promotion of business and customers outreach	This conclusion confirms findings of many previous studies	Social media applications for promotion of MSEs should be made more user-friendly and customised
Only effective use of social media can be helpful to engage customers on social media.	The study finding contributes towards the conceptual understanding of customer engagement	This finding is useful for Marketing Managers, business women and MSEs in general in developing SM marketing strategies
Effective use of SM and fine blend of digital and non-digital media may help improve customer engagement and business performance of MSEs	Endorses previous research findings and contributes towards the literature on effective use of SM.	More training and workshops about social media marketing are needed to supplement women contribution towards economic wellbeing of society

Conclusions	Theoretical implications	Practical implications
The influence of family and friends is important in decisions to use SMThe primary motives for SM usage are marketing, promotion of business and customers outreach	This conclusion confirms findings of many previous studies	Social media applications for promotion of MSEs should be made more user-friendly and customised
Only effective use of social media can be helpful to engage customers on social media.	The study finding contributes towards the conceptual understanding of customer engagement	This finding is useful for Marketing Managers, business women and MSEs in general in developingSM marketing strategies
Effective use of SM and fine blend of digital and non-digital media may help improve customer engagement and business performance of MSEs	Endorses previous research findings and contributes towards the literature on effective use of SM.	More training and workshops about social media marketing are needed to supplement women contribution towards economic wellbeing of society

Note:

SM = social media