The Impact of Social Media on Knowledge-Sharing Practices among Women Entrepreneurs in Mafinga, Tanzania

Abstract

This study investigates the influence of social media on
knowledge-sharing practices among women
entrepreneurs in Mafinga, Tanzania. Despite the
global proliferation of social media, its impact on
women entrepreneurs in rural, developing regions
remains underexplored. Using a mixed-methods
approach, the study combines surveys from 52 women
entrepreneurs and in-depth interviews with 20
participants. Theoretical framework was adopted
from the Theory of Diffusion of Innovations and Social
Capital Theory guide the analysis. Key findings
reveaedl that women entrepreneurs primarily use
social media for marketing, customer engagement,
and networking. Benefits include increased visibility
and access to new markets, while challenges include
limited digital literacy, unreliable internet access, and
cultural barriers. The study concludes that social
media can empower women entrepreneurs by
facilitating knowledge sharing and business growth,
but these benefits depend on addressing digital
literacy, technology access, and cultural norms.
Recommendations include implementing digital
literacy programs, investing in internet infrastructure,
and fostering supportive networks.