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Digital Empowerment: Exploring awareness and impact of digital marketing among women entrepreneurs

Year: 2025

Type: article

Abstract: This study investigates how digital marketing awareness and adoption contribute to the business success of women entrepreneurs. Based on data collected from 90 women entrepreneurs across micro and small enterprises, the paper explores key factors shaping their understanding of digital tools and assesses how platforms like social media, WhatsApp, and SEO influence business growth. The findings reveal that while awareness is primarily shaped by peer networks, training, and social media, the actual business impact is highest through tools like social media marketing and WhatsApp. The study underlines the role of accessible digital platforms in expanding customer reach, improving sales, and enhancing brand visibility.

Source: International Journal of Research in Management

DOI: 10.33545/26648792.2025.v7.i2c.455

Authors: Pratiksha Sanjiv Pagare, Reshma Shinde

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

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

Open Access status: bronze

OpenAlex ID: W4413249013

FWCI:

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Related to: 10