Content area
Abstract
This research study is an exploration of Saudi businesswomen's use of influence tactics to promote their small businesses. One of the mediums that they employ in promoting their small businesses was the use of Instagram social media program, which is part of the e-commerce, as a communication channel with the customers. In this study I explored the type of influence tactics that the participants use, opinion leaders traits that they gained, and the meanings that they made from their experience. I interviewed the participants and analyzed their Instagram account posts using the qualitative content analysis approach. I discovered through data analysis, a seeming connection between the use of influence tactics like inspirational appeal and rational persuasion, and the development of opinion leader traits like confidence and independence. I concluded that the participants learned their best practices to promote their business through experience by doing, failing and succeeding in a repeated manner.
Keywords: buisnesswomen, social media, opnion leader
