5.1 CHAPTERFIVE SUMMARY, CONCLUSION ANDRECOMMENDATIONS Introduction In this chapter, the researcher presents the summary,conclusion and Recommendations based on the findings and interpretations of theresearch. The Researcher also presents the limitations that were identifiedwhen carrying out this Research. Further, the researcher provides suggestionsfor further research on the area and closes the chapter with providingimplications for policy and practice that can emanate from the findings of theresearch. 5.2 Summary of theResearch Findings On biographic information, it was found that the majorityof women involved in Entrepreneurial ventures are youth (below the age of 35).
It was also found that the majority of women who have gone into self-employment(entrepreneurship) have a college diploma or secondary school education. Fromthe findings, all the respondents were literate and understand the role ofsocial media in marketing. On the nature of business, it was found that most womenentrepreneurs venture into fashion and retail business as compared to those whoventure into manufacturing and transport businesses. It was also found thatmost of the women run businesses in this area do not survive beyond 5 years andthat Kasarani Division had the largest concentration of businesses. On social media marketing as a strategy, itwas found that most women entrepreneurs in this area have embraced social mediaas a marketing strategy.
It was also found that the majority of womenentrepreneurs in Kasarani use Facebook more for marketing than any other social media platform and thatmost of the entrepreneurs engage in social media marketing without a plan onhow to execute the strategy On challenges of social media use, it was found thatthe main challenges facing women entrepreneurs in Kasarani is fear of legal suitsthat may arise from the use of media marketing and lack of sufficient funds toinvest in social media marketing. It also shows that majority of theentrepreneurs are not only willing to use social media as a marketing strategybut are also computer literate. On SME performance, it was found that majorityof women owned businesses are doing well in terms of revenues and customer growth.It was also found that the majority of the women entrepreneurs are planning toexpand their businesses but are not sure whether the business will survive forthe next five years. This is because of the uncertainty in some of theseregions. 5.3CONCLUSIONIt can be concluded that women entrepreneurs are in theyouth bracket (35 year and below). It can also be concluded that most of the womenentrepreneurs in Kasarani are literate and thus understand the importance of socialmedia for marketing.
It can also be concluded that most of the women entrepreneurs inKasarani engage in businesses that are less capital intensive. Most MSEs inKasarani Division use social media and specifically Facebook as a marketing strategy.The study therefore concludes that social media specifically Facebook is amarketing tool that when used effectively any businesses irrespective of the nature canpositively affect its performance. MSEs Owners need to personally engage or hire people tomeet current and potential customer on social media to enable them to received newcustomers on social media.
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This will enable them to be well versed with the media.Due to the higher level of Education of the women engaging in MSEs, they find thesocial media marketing is User friendly and for that reason, majority do not fearthat hackers will damage the Image of their business when they use social media formarketing their products. However, there is fear that the use of social media formarketing may expose their Business to legal suits. This indicates that despite manyMSEs market their products on social media; they do not know the legal implicationson misusing such platforms to market their products. Another major challenge thattheses MSEs were facing is Shortage of funds to invest in social media marketingwhich has made them unable to Attract skilled staff to run their social mediamarketing.
The study also concludes that social media marketing haspositively resulted to Increase in sales revenue, number of customer and thenumber of employees. the Increase is due to brand awareness and brand trust fromsocial media, which in turn, have a strong influence on customer acquisition andcustomer retention. 5.4Recommendations from the Study The study recommends that MSEs should adopt the varioussocial media marketing practices more in their business to achieve the desiredlevels of performance. The Study also recommends that MSEs should establish theirweaknesses and strengths on how to enhance their performance through social media. It is also recommended that despite most women depictingease of using the Marketing platform, awareness and how to operateplatforms such as Facebook should be done to MSE owners who do not know how to use theseplatforms to market their Products. Women should also be encouraged to take creditfrom microfinance Institutions to market themselves as social mediamarketing platforms helps retain and to attract new customers to the business The study further recommends that Facebook being a keydeterminant in the business Performance should be enhanced by MSEs.
The study alsorecommends that Entrepreneurs make use of other social media marketingplatforms with a wide reach such as YouTube. The study also recommends that socialnetworking be incorporated in the MSEs so as to enhance the efforts of businessperformance MSEs as the outcome of the process is positive. The study also recommends that the government and otherstakeholders promote Women entrepreneurs by easing access to credit so thatthey can be able to not only Expand their businesses but also take advantage of modernmarketing tools and Especially social media. The government and otherstakeholders should also sponsor Training for women and other entrepreneurs so that theyare able to understand how to leverage on social media marketing which includes comingup with good action plans on the use of social media as a marketing strategy. With this help, women will also be able to engage in more capital intensive businesseslike manufacturing. 5.
5 Suggestions for Further Studies The present study has exposed the challenges facing womenentrepreneurs on social Media marketing. The study suggests further studies onthe steps in which the various Women entrepreneurs are taking to deal with thesechallenges in order to leverage on Social media marketing to grow their businesses. The study also proposes studies to be conducted on thereasons as to why most Small scaleBusinesses never participate in capital intensivebusinesses e.g manufacturing, as it has been revealed.
It will also actualized understandingof the challenges Small Organizations face when they try to venture intothese businesses.
