Abstract
The widespread adoption of social media has transformed the way small businesses market their products, providing an accessible alternative to traditional marketing. This study explores the use of social media as a strategic marketing tool by emerging female-owned retail businesses in Menlyn Mall and surrounding areas in Gauteng, South Africa. Given the limited resources available to many small businesses, understanding how these entrepreneurs leverage social media to enhance brand visibility and customer engagement is crucial. Using a qualitative approach, this study employed in-depth interviews with six female business owners from the retail industry. The findings reveal that social media is not merely an alternative but the primary marketing channel for these businesses, facilitating direct engagement with customers and enhancing brand awareness. The study concludes that social media marketing significantly contributes to the growth of small female-owned businesses by providing an effective, affordable platform for brand promotion and customer interaction. However, challenges remain in terms of resource allocation and effective strategy implementation. These findings have implications for the strategic use of digital platforms to support small businesses, particularly those owned by women, in navigating the competitive retail environment.