Impact of Social Media in Women Entrepreneurship – Unlocking Potentials for Business Success
Authors
-
Ph.D Scholar, Dept. of Management, Swami Vivekananda University, Kolkata 700121 & Faculty, Dept. of Journalism and Mass Communication, RKSMVV, West Bengal 700055. ,IN
Sreejaya Chatterjee -
Director of School of Management, Swami Vivekananda University, Kolkata 700121, West Bengal. ,INKallal Banerjee
DOI:
https://doi.org/10.18311/jmmf/2023/34167Keywords:
Women Entrepreneurs, Social Networking Sites, Promotional tool, Entrepreneurship, Principal Component Analysis.Abstract
Today’s era is the digital era and information is disseminated speedily through online social networks. Social media platforms are high in demand for business promotion and marketing as mass audience use this platform for their highly interactive feature. Social media is also becoming an influential tool for entrepreneurs. People are indulging in new business and in this information era, the entrepreneurs should extract the benefits from social media platforms to connect the audience to promote their goods, services or ideas. Social media is advantageous to consumers as it allows access to diversified markets and allows entrepreneurs in building a proper relationship with their client. It is a boon to business as it can elevate one’s business by attracting customers, getting their reviews and thus building a customer loyalty. Acknowledging the active growth of the social media usage, it is required to study the importance of social networks in women entrepreneurship. Consequently, the purpose of this research is to examine how online social networks affect women’s entrepreneurship, their perception of the factors that will influence entrepreneurship in social media along with its effect on the entrepreneurial activities led by women in food business and handloom business. Additionally, this study tries to comprehend how effective social media is as a tool for marketing and promotion as well as how it aids customers in making decisions about what to buy. The results revealed that social media influences women entrepreneurship and discusses their scopes and challenges while using the social media platforms for entrepreneurial activities. The study concludes that Facebook is the most opted platform for women indulging in business. Moreover, the authors have observed that there are challenges faced by women entrepreneurs such as negative comments using slangs, cyber bullying in the used online social media platforms.
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