The Role of Social Media in the Success of Women Entrepreneurship in IraqCase Study: Chef Riyam Al-Ghalbi's Sweets Project in a Ready-Made Cake Factory

Abstract

This research aims to analyze the role of social media in promoting the success of women entrepreneurs in Iraq, employing a case study methodology and analyzing the experience of the "Chef Riyam Al-Ghalibi Sweets" project as a real-world model of digital women entrepreneurship. The study is based on the fundamental premise that social media platforms are no longer merely social communication tools, but have become economic and competitive spaces that provide women entrepreneurs with the opportunity to market, expand, and build their brands at lower costs compared to traditional marketing. The research adopted a descriptive-analytical approach supported by digital content and audience engagement analysis, along with SWOT analysis to identify the strengths, weaknesses, opportunities, and threats facing the project. The study concluded that the success of a digital women entrepreneurship project is linked to several factors, most notably the quality of visual content, continuous interaction with the audience, leveraging the personal brand of the project owner, and utilizing professional certifications as an element that enhances trust and digital reputation. The results also showed that social media enables Iraqi women entrepreneurs to overcome traditional limitations related to geographical location and limited funding, but at the same time, it presents challenges related to competition and digital security. The research concludes with practical recommendations related to developing digital marketing strategies for women entrepreneurs, and enhancing digital training and empowerment to ensure the sustainability of women's projects in the Iraqi environment