تحلیل تأثیر و اولویت‌بندی نقش شبکه‌های اجتماعی مجازی در توسعه مشاغل خانگی زنان روستایی (مطالعه موردی: شهرستان بهمئی)

Extended Abstract



1. Introduction

The remarkable potential of social media platforms in enhancing women’s empowerment is vast. These platforms enable women entrepreneurs to reach broader audiences, expand their markets beyond geographical boundaries, and connect with customers globally. With increased visibility and accessibility, rural women entrepreneurs can tap into diverse markets, leading to higher profit margins and business growth. Additionally, digital platforms offer cost-effective and efficient solutions for business operations. The use of online banking, digital marketing, and e-commerce services helps entrepreneurs streamline their processes, reduce operational costs, and increase overall productivity. The time and resources saved can be reinvested into business expansion and employee welfare, ultimately fostering socio-economic development.

Despite these advantages, the adoption of digital platforms by rural women entrepreneurs may not be uniform. Factors such as digital literacy, access to technology, and cultural norms can significantly influence the extent of utilization. Therefore, it is essential to examine current patterns of social media use among rural women entrepreneurs and identify potential barriers that prevent their full participation in the digital economy. By understanding the relationship between social media use and women's empowerment, policymakers, development organizations, and other stakeholders can design and implement targeted interventions to enhance digital literacy among rural women entrepreneurs.

Given that networks and networking activities are now being adopted as an entrepreneurial approach by businesses, this study aims to explore the role of virtual networks in the development of rural women’s home-based businesses in the villages of Bahmai County. Based on the hypothesis that each virtual network may have different impacts, this study seeks to answer the question: How are the various social networks ranked in terms of their contribution to the home-based businesses in the study area?

2. Research Methodology

This research is applied-developmental in its objective and descriptive-analytical in nature and method. Data were collected through both library and survey methods. The statistical population comprises academic and executive experts in the field, selected via the Delphi technique and snowball sampling, resulting in a sample of 30 individuals. A quantitative analysis method, the MARCOS (Measurement Alternatives and Ranking according to Compromise Solution) technique, was employed. The choice of this method lies in its novelty in ranking issues based on importance, which is crucial since local authorities often lack the capacity to simultaneously promote all aspects of home-based businesses. The MARCOS method, proposed by Stević et al. (2019), involves seven stages and is used for ranking research options.

3. Results and discussion

The evaluation of thirteen home-based businesses in relation to five social media platforms using the MARCOS model clearly demonstrates the significance and impact of social networks on business development. Leveraging the insights of thirty experts and quantitative analyses has enhanced the accuracy and reliability of the findings. Normalization based on ideal and anti-ideal values allowed for a more precise comparative assessment of social media platforms and their roles in various businesses. Data normalization and the assignment of weights through the fuzzy AHP method enabled a more accurate determination of each platform’s relative importance in business growth. These weights reflect the experts’ subjective preferences and perceptions of each platform’s influence.

For example, the higher fuzzy weights for indicators like handicrafts, beekeeping, and traditional foods revealed that social media plays a substantial role in promoting businesses rooted in local culture with online sales potential.

After normalization, the performance of each social media platform was assessed by calculating the degree of positive (K⁺) and negative (K⁻) utility. Final results indicated that blogs (K⁺ = 0.870), Telegram (0.862), and websites (0.843) ranked highest in effectiveness. These findings suggest that these three platforms have played a significant role in the development of home-based businesses in the region. Instagram and WhatsApp followed closely with scores of 0.803 and 0.801, respectively, still indicating considerable effectiveness.

4. Conclusion

Social networks can play a transformative role in the economic empowerment of rural women, especially in areas like Bahmai County, where physical market infrastructures are limited, and access to large markets is challenging. Platforms offering multimedia interaction, free or low-cost education, and advertising options are the most influential in developing home-based businesses.

Accordingly, it is recommended to prioritize the development of digital infrastructure in rural areas, especially the provision of stable internet. Formal training in using tools such as Telegram, blogging, and Instagram is essential for women engaged in home-based businesses. Establishing digital marketing advisory and support institutions at the rural district level can help professionalize these activities. Finally, creating effective links between rural sales pages and national markets is vital to connecting these businesses to urban and regional economies. These measures can significantly contribute to poverty reduction, increased employment, and economic sustainability for rural households.