Rising from the crisis by raising their businesses exploring the social media strategies for micro-level women entrepreneur success

Purpose This study examines the social media strategies adopted by micro-level women entrepreneurs who successfully transitioned their businesses from “brick and mortar” to online operations during the coronavirus (COVID-19) pandemic. Design/methodology/approach The research consisted of two phases: semi-structured interviews followed by focus group discussions (FGDs). Twelve participants were selected through a judgmental sampling method for the interviews. The sample included contemporary successful micro-level female entrepreneurs who shifted to online platforms during the crisis. New factors were identified as determinants of success for online-based small businesses. The FGDs provided insights into these determinants, which were analyzed thematically. Findings The findings indicate that the success of online businesses is influenced by an active presence on social media, the maintenance of a strong online network with customers and industry partners, vigilance in seizing strategic opportunities in a diverse environment, and the generation of powerful word-of-mouth (WOM) through excellent customer service. In contrast to gender inequality typically observed in business across Asian regions, no such gender stereotype issues were found among micro-level Sri Lankan women entrepreneurs. Originality/value This study enhances the understanding of social media strategies in micro-entrepreneurship by identifying key success factors that have been underexplored in existing literature. It challenges assumptions about gender barriers in Asian entrepreneurship, demonstrating that Sri Lankan women entrepreneurs navigate digital business environments effectively. Unlike prior studies focused on larger firms or developed economies, this research highlights unique success determinants in an emerging market. The study introduces a conceptual framework that integrates social media engagement, strategic adaptability and network strength as critical components for online business success. These insights provide a foundation for future empirical studies in digital entrepreneurship.