Use of Social Media for Women Entrepreneurship (With Special Reference to Bhopal)

  • NTPC school of business Noida
  • Institute of Business Studies, CCS University, Meerut
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This article describes the role of social media in the empowerment of women entrepreneurs. Through survey analysis, the researcher will explore the role social media plays for women in business in India. This research has studied the utility of social media for women entrepreneurs. This is done by using a grounded theory approach to data analysis. The findings show that social media has had an overall positive impact on the lives of women entrepreneurs.

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Theaimofthisstudyistocarryoutaliteraturereviewonwomeninbusinessandsocialmediainordertoknowthestateoftheart,andtounderstandwhetherandtowhatextentthestudiesconductedsofarhaveaddressedtheseissues:howandwhyarewomenentrepreneursandmanagersusingsocialmedia?Dotheyusesocialmediaformarketing,networkingorpersonalreasons?Thearticlereliesonaliteraturereviewaboutwomenentrepreneurs/managersandsocialmedia.Forthispurpose,aliteraturesearchonScopushasbeencarriedout,usingasetofselectedkeywords.Selectedpapershavebeenanalysedandclassifiedinanattempttoidentifymaintopics,andresultsobtainedthankstoresearchandanalysiscarriedoutsofar.Thisstudycontributestotheexpansionofliteratureonwomeninbusinessstudies,andoffersanewperspectiveappliedtoatopicofhighrelevancesuchassocialmedia.Thestudyliteraturereviewputsinevidencethatthisisanewissue,whichgivesusthepossibilitytoidentifynewtrendsandfuturedirectionsforresearch.Surprisingly,noneoftheextractedpapersconcerninghowandwhywomeninbusinessusesocialmediarefertodevelopedeconomies.Thecommonfeatureofthesepapersisthattheyconcernwomenentrepreneursinemergingeconomies,mainlyKenya,Indonesia,Nigeria,EgyptandSouthAfrica.Inthesecountries,socialmediacanopenupnewopportunitiesforfemaleentrepreneurs,andencouragethecreationofnewbusinessesrunbywomen,thankstotheirflexibilityandtheirattributes.Themajorimplicationistoadvanceknowledgeandpracticeintheareaofgenderinmanagementanduseofsocialmediabyfocusingonempiricalresearch,theoreticaldevelopments,practiceandcurrentissues.Benefitsarerelatedtoabetterunderstandingofthedebateon“genderandmanagement”themesbyreconsideringnetworkingactivitieswithsocialmedia. (12) Women in business and social media: Implications for female entrepreneurship in emerging countries. Available from: [accessed May 24 2018].
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Studies on women entrepreneurship have witnessed a rapid growth over the past 30 years. The field is in an adolescence stage with a considerable number of journal articles, literature reviews and books being published on women entrepreneurs. The objective of this study is twofold. First is to examine the number of papers published on women entrepreneurship in 12 established entrepreneurship journals from 1900 to 2016. Second is to assess the growth of the field by specifically reviewing literature reviews published from 1980s till 2016 and put forward future research directions. Our review findings suggest that there is still a long way to go in terms of building a strong theoretical base for research on women entrepreneurship. The lens of feminist theories can be applied in conjunction with the existing entrepreneurship theories to advance the field. Methodologically, past research is dominated by the positivist paradigm and there is a need to embrace innovative methods to build explanations using a constructionist approach. Further, studies are mostly restricted within national boundaries primarily being conducted in developed economies. There is a need to build transnational networks and foster professional communities to enable the growth of the field.
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Women entrepreneurship is gaining importance in India in the wake of economic liberalization and globalization. The policy and institutional framework for developing entrepreneurial skills, providing vocation education and training has widened the horizon for economic empowerment of women. However, women constitute only one third of the economic enterprises. There exist a plethora of successful business women entrepreneurs both in social and economic fields in India. They are performing well. Government of India has also introduced National Skill Development Policy and National Skill Development Mission in 2009 in order to provide skill training, vocational education and entrepreneurship development to the emerging work force. However, entrepreneurship development and skill training is not the only responsibility of Government and therefore other stakeholders need to shoulder the responsibility. In Hindu scriptures, woman has been described as the embodiment of shakti. But in real life she is treated as Abla. Women are leaving the workforce in droves in favor of being at home. Not to be a homemaker, but as job-making entrepreneurs. The increasing presence of women in the business field as entrepreneurs has changed the demographic characteristics of business and economic growth of the country. Women-owned businesses enterprises are playing a more active role in society and the economy, inspiring academics to focus on this interesting phenomenon. This paper focuses on the problems, issues, challenges faced by women entrepreneurs, how to overcome them and to analyze policies of Indian
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Women entrepreneurship, as an object of scientific inquiries, has elicited suitable recognition among researchers during the early 1980s. However, female business owners have attracted far less attention from the academic community than their male counterparts despite their reported increasing contribution towards the economic growth of both developed and emerging nations. This article attempts to bridge this gap in knowledge by providing readers with an overview of influential international research papers that investigate some of the key issues presented in the literature about women small business management and entrepreneurship. The studies discussed herein examine the motivation of women to establish firms; a variety of definitions of favorable performance applied in studies; the most important determinants of success in business, and the barriers encountered by businesswomen in the process of setting up as well as running their respective companies. In the final section, the author provides some future directions of research in areas touched upon in this paper that could be explored by scholars. Finally, the paper highlights key policy recommendations for decision-makers that are aimed at encouraging women to enter into entrepreneurship and fostering the growth of existing female-owned firms. Keywords: barriers, motivation, small business owners, success factors, women entrepreneurship
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Dwindling circulation of traditional media such as television, radio, newspapers and magazines has resulted from the growth of adapting digital technology and tools that involve the internet. The practice of surfing the web 2.0 to obtain real time information instantly, has led to the rise of an ever more connected infrastructure atmosphere globally. Digital marketing and online trading through e-commerce and m-commerce platforms is applied in these interconnected environment; it involves wide variety of approaches, whose success depends on the user-centric and interrelated approach to technology. A new type of media has been enabled with the use of the Internet and the World Wide Web. Marketers are realising the power of the Internet, as a communication platform and a way of following conversation since the past two decades. In marketing, strategy starts on the outside, considering the needs and expectations of the consumer and moving inwards to the root of the brand’s identity, to see where the business can gain advantage and add value. The study of Social Media Platforms and their impact in unlocking the financial success of the women entrepreneurs globally has been widely observed and quite vital to the new generation of gender based ventures that are digitally driven through the use of technology. This type of development through which women adapt and utilise Social Media platforms promotes the creation of a new revolution of modern digital entrepreneurial culture, by changing the female society from a technologically challenged to a technologically savvy one that changes their mind-set from the job seeking culture to embrace a job creating one, through opportunities that are made available by the use of Social Media Platforms and the Internet. Both formal and informal women owned ventures have been observed to adopt social media platforms to grow their communities as a medium for keeping in touch and getting current and ground feedback on products or services from existing and prospective clients.
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Women are considered an important human resource of the nation and every state should try to utilize them as mediators of economic growth and development. Encouragement for women entrepreneurship is one of the ways for that. But unfortunately the traditional mind set of the society and negligence of the state and respective authorities is an important obstacle for the women entrepreneurship development in India. Apart from the responsibility of the state and society, women face absence of definite agenda of life, absence of balance between family and career obligations of women, poor degree of financial freedom for women, absence direct ownership of the property to women, paradox of entrepreneurial skill & finance in economically rich and poor women, no awareness about capacities, low ability to bear risk, problems of work with male workers, negligence of financial institutions, lack of self-confidence, lack of professional education, mobility constraints and lack of interaction with successful entrepreneurs are major problems of women entrepreneurship development in India. Therefore, there is a need of continuous attempt to inspire, encourage, motivate and co-operate women entrepreneurs, awareness programs should be conducted on a mass scale with the intention of creating awareness among women about the various areas to conduct business.
This paper has three overarching objectives. The first is to document the development of the body of work known as women's entrepreneurship research. The second is to assess the contributions of this work, specifically vis-à-vis the broader entrepreneurship literature. The third is to discuss how this broader literature poses challenges (both difficulties as well as opportunities) for scholarship on female entrepreneurs. We approach these objectives from the standpoint of informed pluralism, seeking to explore whether and how women's entrepreneurship research offers extensions to—and can be extended by—general research on entrepreneurs and their ventures.
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