Social Media Entrepreneurship in Saudi Arabia: A Digital Ethnography of Women Entrepreneurs on Insta

Social Media Entrepreneurship in Saudi Arabia explores the economic empowerment and social transformation of Saudi women entrepreneurs in the wake of Saudi Vision 2030 (SV2030), which aims to modernise the Saudi economy and enhance women's participation.

Focusing on the transformative potential of digital entrepreneurship for Saudi women within the framework of SV2030, this study presents Saudi women entrepreneurs as agents of social change, exploring how they use social media platforms, particularly Instagram, as tools for economic empowerment, self-representation, and activism. Chapters go on to explore how these women confront structural constraints and tackle digital platforms to build socio-economic capital in new and innovative ways.

Focusing on the intersection between digital labour, visual self-representation, and gender within the unique socio-political landscape of Saudi Arabia, Abeer Bajandouh presents insights into gender and economic transformation in Saudi Arabia, contributing to the fields of digital media, visual culture, gender studies, and Middle Eastern studies. Utilising digital visual labour theory to explore a context traditionally limited by cultural norms, Bajandouh offers an innovative reading of Islamic feminism in digital spaces, including insights into social media and self-representation by exploring innovative perspectives on online branding.