Social Media Marketing Strategies of Women Entrepreneurs in Makassar's Home-Based Food Business
DOI:
https://doi.org/10.59971/meta-journal.v3i6.477Keywords:
Social Media Marketing, Women Entrepreneurs, Home-Based Business, Food Business, MakassarAbstract
Home-based food businesses run by women are a visible part of Indonesia's micro and small enterprise landscape, and social media has become their main route to customers. Yet existing marketing models rarely account for the constraints and advantages specific to women who run food businesses from home. This conceptual article develops a framework for understanding the social media marketing strategies of women entrepreneurs in Makassar's home-based food sector. Using a narrative review of literature on social media marketing, women's entrepreneurship, home-based business, entrepreneurial bricolage, and trust in online food transactions, the article synthesizes four strategy domains: content, community, commerce, and compliance and trust. It identifies contextual constraints (role conflict, limited capital, uneven digital skills) and enablers (culinary identity, women's networks, family support) that shape how these domains are enacted, and it proposes five testable propositions. The framework suggests that strategies in this context are better understood as resource-constrained and relationship-based than as scaled-up advertising. Because the article is conceptual, it presents no primary data, and the propositions require empirical testing. The framework provides a basis for fieldwork in Makassar and for training programs designed for women who run home-based food businesses.
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