Role of Digital Marketing in Empowering Women Entrepreneurs in Kamrup Metro District of Assam
Year: 2025
Type: article
Abstract: Women entrepreneurship plays a crucial role in economic growth and social development; however, various challenges, such as limited market access, customer engagement, and business sustainability often impede their progress. Digital marketing has emerged as an essential tool for overcoming these barriers by enhancing visibility, broadening customer reach, and fostering business growth. The research focuses on how women entrepreneurs implement digital marketing strategies to expand their businesses, build their brands, and connect with customers. The study encompasses 75 women entrepreneurs from micro, small, and medium enterprises (MSMEs), examining their adoption of digital marketing, the challenges they face, and its effects on financial performance and competitiveness. By analyzing the use of social media, e-commerce platforms, and digital advertising, this study aims to identify existing gaps, challenges, and opportunities within the digital marketing landscape for women-led businesses. The findings reveal that a significant majority of women entrepreneurs are actively leveraging digital marketing, with Instagram, Facebook, and WhatsApp Business being the preferred platforms. Nevertheless, they encounter constraints such as budget limitations, difficulties in audience targeting, and intense competition that hinder their ability to fully harness digital marketing for business expansion.
Authors: Dr. Gour Gopal Banik, Richika Kedia
Institutions: Gauhati University, The Assam Royal Global University
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6949526477
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