Abstract

The purpose of this study is to determine the position of Micro, Small and Medium Enterprises (MSMEs) of Spanish female entrepreneurs related to the implementation of social networks. New communication channels are causing significant disruptions that are leading to new business models. Millions of users are active on social networks and make up an unimaginable potential market, specifically for this type of business. This article aims to ascertain the current situation caused by the use of these technologies, considering the sociodemographic, business, experiential, and practical factors in female entrepreneurs’ businesses. The research uses a quantitative methodology based on an online questionnaire administered to 232 female entrepreneurs belonging to different business associations throughout Spain. The findings show a sociodemographic profile in which age and a high academic level are demystified as factors of digital inclusion. A particular contrast between the flexibility expectations inherent in social networks and family work-life balance was also found.