Volume 21, Issue 42 (5-2026)
3 2026, 21(42): 1-17 |
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Okati H. The Impact of Social Media and Resource Scarcity on the Performance of Women-Owned Businesses: Considering the Moderating Role of Institutional Support. 3 2026; 21 (42) :1-17
URL: http://jnraims.ir/article-1-439-en.html
URL: http://jnraims.ir/article-1-439-en.html
Department of Management, Zab.C, Islamic Azad University, Zabol, Iran
Abstract: (18 Views)
The present study aimed to investigate the impact of social media and resource scarcity on the performance of women-owned businesses, considering the moderating role of institutional support. This research is applied in terms of purpose and descriptive-survey in terms of nature and methodology. The statistical population included all women entrepreneurs and owners of women-owned businesses in Tehran, operating in various economic sectors. Given the requirements of the Structural Equation Modeling (SEM) based on PLS, 232 business owners were selected as the study sample using a non-probability convenience sampling method. The primary data collection instrument was a standard questionnaire, which was designed and localized based on previous literature. Data were collected via both in-person and online distribution. The validity of the instrument was assessed through content and face validity, while reliability was confirmed using Cronbach’s alpha and composite reliability coefficients. Both descriptive and inferential statistics were employed for data analysis. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to describe demographic characteristics. In the inferential section, Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized via SmartPLS software to test the hypotheses and examine the relationships between variables. The results indicated that social media has a positive impact on the performance of women-owned businesses. Furthermore, the negative impact of resource scarcity on the performance of these businesses was confirmed. Finally, the findings demonstrated that institutional support plays a moderating role in this model.
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