THE ROLE AND IMPORTANCE OF SOCIAL MEDIA ON WOMEN ENTREPRENEURSHIP – A STUDY WITH SPECIAL REFERENCE TO CHENNAI CITY
Dr. Mary Sudharshini Fernando, Ms. M. Keertana
Assistant Professor, Department of Commerce (Accounting and Finance), SRM IST FSH, Vadapalani, Chennai.Abstract Social media has emerged as a transformative tool for entrepreneurs worldwide, providing unprecedented opportunities for business growth and market outreach. Women entrepreneurs, in particular, have significantly benefited from social media platforms, which help overcome traditional barriers to entry in the business world. This article explores the critical role and importance of social media in fostering women entrepreneurship in Chennai, emphasizing its impact on business visibility, networking, market access, and skill development. Insights from quantitative research indicate that trust, accessibility, and multi-channel strategies significantly influence the effectiveness of social media use among women entrepreneurs.
Keywords: Social Media, Women Entrepreneurship, Digital Marketing, Multi-Channel Strategies, Entrepreneurial Satisfaction, Business Visibility, Networking, Accessibility, Skill Development, Digital Literacy, Cost-Effective Marketing, Online Safety, Structural Equation Modeling (SEM), Financial Independence, Innovation in Entrepreneurship, Customer Engagement