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Promoting Women Entrepreneurs in Kerala through Influencers: An Analysis of Strategies Utilizing Instagram Influencer Marketing as a Medium

Year: 2025

Type: article

Abstract: The evolving demographics of India have influenced the opportunities available to women entrepreneurs and their economic contributions. Social media has profoundly influenced women's entrepreneurial identities, with Instagram serving as a crucial platform for displaying products and services. Influencer marketing has emerged as a potent instrument for empowering women entrepreneurs in Kerala, enabling them to expand their audience and enhance sales. This study seeks to examine the impact of influencer collaborations on the promotion of products and services by women entrepreneurs and their efficacy in expanding market reach. Case studies and content analysis were employed to examine successful collaborations, evaluate the efficacy of social media material, and conduct comprehensive interviews with entrepreneurs to comprehend the effects of these collaborations.

Source: Metallurgical and Materials Engineering

DOI: 10.63278/1451

Authors: Karthika C. K, P. Ravindranath

Institution: Amrita Vishwa Vidyapeetham

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDGs: Gender equality, Decent work and economic growth, Reduced inequalities

Open Access status: diamond

OpenAlex ID: W4410187451

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