Arum Prasasti
a.prasasti.1@research.gla.ac.uk
https://orcid.org/0000-0001-5190-8025
Research title: Social Media Marketing For Innovation and Competitiveness in a Women-Led SMEs in Rural Indonesia
Research Summary
I conduct qualitative research on entrepreneurial marketing and firm performance, using ethnographic methods to study women-led micro-businesses in constrained contexts in Indonesia. Theoretically, my work seeks to advance a gendered and contextually grounded understanding of entrepreneurial marketing, challenging and extending dominant market-centric and Western-oriented assumptions in the field.
Publications
Conferences
GRCME 2024 - AMA Entrepreneurial Marketing SIG, 2024
Mini-Conference on Constrained Entrepreneurship, University of Leeds, 2025
Additional Information
Arum is currently a PhD student in Management. She obtained her master degree in Marketing from the University of Leicester and her bachelor degree from Brawijaya University, Indonesia. At present she is employed as a lecturer at the Universitas Negeri Malang, Indonesia. Alongside that, She has extensive experience in market research since 2016.
Her study in Glasgow is fully funded by the Ministry of Education and Culture, under the Indonesia Endowment Fund for Education (LPDP) scheme.