Social Media and Digital Marketing of Women Entrepreneurs in NCR

Kalpana Kataria; Ranjeeta Phukan

doi:10.48001/veethika.2022.08.04.002

Authors

Kalpana Kataria Bharati College, Delhi University https://orcid.org/0000-0003-4638-302X
Ranjeeta Phukan Vivekananda College, Delhi University, New Delhi https://orcid.org/0000-0002-0577-7826

DOI:

https://doi.org/10.48001/veethika.2022.08.04.002

Keywords:

social media, digital marketing, women, NCR, entrepreneurs

Abstract

In the present Era, Digital marketing and Social media has become an important tool to spread awareness, promotion of products & services and to connect the customers and to stimulate new business. This platform is creating opportunities to the existing as well as upcoming business venture. Social media is the way to connect the customers directly by identifying their needs and it also helps in customizing the product & services as per the requirement of customers. It is cheapest way of communication regarding the promotion of product and services. There are many types of social media platforms which serves as a podium to prospective entrepreneurs to set up their business and job creation and skill development.

Whether women working or homemaker are all contributor in the development of social system. Social media is playing an important role in change of the women’s personality, carriage abs their passion. There are many women entrepreneur who belongs to the small cities but building big businesses and living their dreams. There are many examples like Ms Akansha founder of Celebrity Club in2017 with less amount to invest, Kids Clothing brand listed on “Meesho” and other E-commerce platforms. She had turnover of Rs 5crore in 2018 itself. She is also connected through WhatsApp and Instagram which helps her reaching to the customers directly and getting feedback immediately.

According to the sixth economic census, Ministry of Statistics and Program Implementation, women comprise around 14% of the total number of entrepreneurs based in India. As per World Bank Report 2018, India has been ranked on 120^th position among 131 countries in terms of female labour force participation. The Indian government has announced many schemes for women owned businesses like Bhartiya Mahila Bank Commercial Loan Scheme, Dena Shakti Scheme, Udyogini Scheme, Mahila Udyam Nidhi Scheme and Stree Shakti Scheme.

With the assistance of social media, the business has no geographical boundaries for costumers. The target of this paper is to spot the adherence and dependency of women entrepreneurs on the social media platform through Primary knowledge assortment. This paper focuses on how social media is used sagely to empower ladies during a conservative culture like India.

Downloads

Download data is not yet available.

References

Ademola, A. O., Adegboyegun, A. E., & Adegoke, K. A. (2020). Does social networking enhance the performance of women entrepreneurs in Nigeria?. Asian Journal of Economics, Finance and Management, 10-20.

Anusuah, R. Facebook disclosures of married couples and their marital relationships.

A. Mandal, A. Saxena and P. Mittal, "Financial literacy and digital product use for financial inclusion: A GETU model to develop financial literacy," ICACCS 2022, pp. 1614-1619,

Cadar, O., & Badulescu, D. (2015). Entrepreneur, Entrepreneurship and Intrapreneurship. A literature review.

Cherotich, V. (2016). Effect of social media marketing strategy on the Performance of women owned micro and small Enterprises in kasarani division, nairobi county, Kenya (Doctoral dissertation, University Of Nairobi).

Cox, S. (2010). Online social network member attitude toward online advertising formats.

Kadeswaran, S., Brindha, D., & Jayaseelan, R. (2020). Social Media as a Gateway for Accelerating Women Empowerment. Parishodh Journal, 9(III), 4876-4885.

Kaur, A. (2021). Role of Digital Finance to improvise Financial Inclusion and Sustainable Employment. Journal of Business Management and Information Systems, 8(2), 27–32.

Kumar, S., & Patrik, H. (2018). Motivating factors that influence women entrepreneurs. International Journal of Research in Business Management (IMPACT: IJRBM) ISSN (P), 2347-4572.

Kumari, M. (2020). Social media and women empowerment. InternationalJournal ofScientific& Technology Research, 9(3), 626-629.

Madupu, V. (2006). Online brand community participation: Antecedents and consequences. The University of Memphis.

Miniesy, R., Elshahawy, E., & Fakhreldin, H. (2021). Social media's impact on the empowerment of women and youth male entrepreneurs in Egypt. International Journal of Gender and Entrepreneurship.

Mordi, C., Simpson, R., Singh, S., & Okafor, C. (2010). The role of cultural values in understanding the challenges faced by female entrepreneurs in Nigeria. Gender in management: An international journal.

Nworgu, Q. C. (2020). A Critical Overview of the Impact of Social Media on Online Small Businesses Owned and Run by Women Entrepreneurs: A Case Study of London-Based Female Eentrepreneurs. Bulgarian Comparative Education Society.

Nworgu, Q. C., Achinewhu-Nworgu, E., & Natrajan, R. (2019). Challenges of Combining Roles as an Educator and Entrepreneur: A Reflective Experience on Professional Development. Bulgarian Comparative Education Society.

Rahayu, N. S., Masduki, M., & Rahayu, N. E. E. (2021). Women Entrepreneurs and The usage of social Media for Business Sustainability In the time of Covid-19.

Rai, J., & Yadav, R. K. (2019). Social Media Successfully Paving Ways Towards Entrepreneurial Opportunities for Indian Women. Indraprastha journal of management, 46.

Suroso, A., & Rafinda, A. (2021). Motivation of SME adopt Digital Marketing. International Journal of Innovation, Creativity and Change, 15 (9), 696-710.

Ukpere, C. L., Slabbert, A. D., & Ukpere, W. I. (2014). Rising trend in social media usage by women entrepreneurs across the globe to unlock their potentials for business success. Mediterranean Journal of Social Sciences, 5(10), 551-551.

Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204.