Determinants of Social Media Usage by Women Entrepreneurs

Abstract

The aim of this paper is to understand the enabling factors for Women Entrepreneurs to use Social Media as a tool for advertising. With the advent of Digitalization in India, it has opened up new avenues of business in all parts of the country whether it is rural or urban. Social Media business is a part of the Digital India advancement. The extent to which Social Media is used as an enabler for Women Entrepreneurs to do business is what this paper tries to understand. It identifies the determinants and their impact on the Usage of Social Media as a tool for advertising. The study tries to understand the determinants of social media usage and the relatability amongst them. Social Media is the way forward and Women Entrepreneurs are using it as their only platform of doing business as well as advertising. The paper also tries to depict if Women Entrepreneurs are able to do considerable business on Social Media.