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Multidisciplinary Handbook of Social Exclusion Research EFFECTIVENESS OF
ENTREPRENEURSHIP TOWARDS SOCIAL MEDIA, EMPOWERMENT OF
WOMEN AND CHALLENGES FACED BY THEM
Chapter · December 2023
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Multidisciplinary Handbook of Social Exclusion Research ISBN: 978-81-19674-44-2
EFFECTIVENESS OF ENTREPRENEURSHIP TOWARDS SOCIAL
MEDIA, EMPOWERMENT OF WOMEN AND CHALLENGES FACED
BY THEM
*
Shishir Kala **Ganesh Ramesh Teltumbade ***C. R. Vijay
*
Professor & Head, Department of Resource Management & Consumer Science, College of
Communtiy Science, Dr. Rajendra Prasad Central Agricultural University,Pusa Samastipur
(Bihar)
**
Associate Professor, MBA, Mahatma Gandhi vidyamandir's college of Management and
Technology, Mumbai Agra highway, Panchavati Nashik, Maharashtra
***
Assistant Professor, Department of MBA, DR. N. G. P. Institute of Technology,
Coimbatore, Tamilnadu
ABSTRACT
The role of social media in our daily lives has expanded substantially. In order to facilitate the creation,
dissemination, and sharing of information, ideas, images, and videos inside online communities and networks,
social media provides a suite of computer-related technologies. When women are empowered, they have either
more control over their lives or the freedom to forge their own paths. The trend of women becoming business
owners is very new. The creation and leadership of a firm by a woman provides far-reaching benefits beyond
just a boost to economic growth. As India's first Prime Minister, Jawahar Lal Nehru, famously put it, "when a
woman moves forward, the family moves, the village moves, and the nation moves." All information used in
this study is secondary. The political, social, cultural, economic, psychological, and environmental development
of women are all factors in the notion of women's entrepreneurship. Organisations can boost productivity and
communication with the use of social networking platforms because of the easier distribution of information
across different employee groups. Using social media can help our business in many ways: from making new
connections and expanding your professional network to improving your hiring practices, publicizing your
business, building your brand's reputation, and promoting your products and services. The advent of social
media has shifted what constitutes a "scoop" or "breaking news" in the professional world. The media may be
able to get up-to-the-moment data via social media apps as well.
Keywords: Entrepreneurship, Social Media, Empowerment of Women, Privacy and Data Security Concerns,
Social Networking Sites
INTRODUCTION
Today's social media are not just a means of communication, but also a means of interaction and participation.
The term "social media" is commonly used to refer to a wide variety of online and mobile-based services that
facilitate communication and the exchange of ideas among users. Some of the most prominent characteristics of
social media include having a free online presence, a free web address, building a profile, posting content,
chatting, engaging with people, sending emails, and making pages. Many modern business executives place a
high value on integrating social media into their operations. Business organisations leverage social media to
cultivate connections with marketing-related stakeholders. Social media have altered people's lifestyles all
around the world. The specialists have investigated fresh avenues for developing more adaptable social media
software. It's easy and secure to talk to people on social media. Social media have stepped in to fill the hole
created by the mass media, which have become commodities due to business pressures. "Social media" is an
umbrella word for several sorts of community-based internet networking and information-sharing sites. Forums,
microblogging, social networking, social bookmarking, and wikis are all examples of different types of social
media.
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Multidisciplinary Handbook of Social Exclusion Research ISBN: 978-81-19674-44-2
Figure: 01
THEORETICAL UNDERPINNING- RISE OF SOCIAL NETWORKING SITES
The power to create, influence, or control other people is a key feature of social media, which are interactive
digital platforms. Social media platforms promote two-way communication and content exchange between
message recipients and creators. Through online social networking, people may build and maintain personal and
professional relationships. The ability of mobile communications and social media to boost monitoring of social
and environmental realities and raise awareness of issues has garnered much attention. They are in favour of
progressive reforms aimed at bettering government, social networking, and development. Social media is best
viewed as a diverse array of new forms of online media with certain fundamental characteristics in common.
Users can make advantage of the website's free hosting space to upload their own content. The website allows
users to store and share any type of content. Having a profile makes it easier to keep track of relevant
information and makes it easier to make new friends. Users also have the means to make real-time uploads of
data. All sorts of media, from text and images to sound and moving pictures, can be used into the content. Those
with common interests are more likely to interact on social media. Because each comment is dated, threads can
be easily followed. Users of social media platforms are encouraged to share their own material and provide
feedback. People from many walks of life can profit from using social media. As a result of social media's
ability to facilitate virtual collaboration and networking, people's horizons are broadened. Users may keep in
touch with loved ones and new acquaintances from all around the world thanks to social networking sites. In this
age of globalization, the power of social media lies in its ability to link people all over the world. They've
evolved into fantastically useful tools for conveying nuanced information. They facilitate communication
between individuals with similar interests and provide them the opportunity to join virtual communities. Since
all businesses, regardless of size, sales, or contacts, have equal access to social media, this has levelled the
playing field for businesses. The social networking sites are simple to navigate, especially for individuals with
limited experience with computers. Stakeholders in organisational change can connect with today's businesses.
Unparalleled opportunities for user interaction and relationship building may be found on social media sites.
RESEARCH BACKGROUND
The social networking sites' built-in IM features allow users to communicate and share content in real time.
Managers may utilize social media in team meetings, event organizers can keep attendees informed, and
businesses can network with consumers and clients. In addition, social media sites provide non-profit and
commercial organisations with free publicity for their projects and programmes. A practically immediate news
cycle has been made possible by the widespread distribution of news and information through millions of social
networking updates. The advent of social media has allowed people to finally interact with one another and
maintain meaningful relationships for a wide range of reasons. Technology has made it easier than ever to
maintain relationships with friends and family through the use of social media. Networks of supportive people
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Multidisciplinary Handbook of Social Exclusion Research ISBN: 978-81-19674-44-2
may be formed more quickly and easily using social media. In this way, people may always have access to the
most up-to-date information, perspectives, and concerns. Businesses incur no costs from using social media
other from the effort spent creating accounts, monitoring activity, and interacting with other users. The
advantages of social networking much exceed the disadvantages. The rise of social media has led to a dramatic
decline in people's ability to interact with one another in person. Children, teenagers, and young adults
sometimes don't have enough opportunities to develop crucial social skills due to a lack of face-to-face
interactions with their peers. The use of social media has put users at risk of being bullied or contacted
inappropriately by strangers. Misuse of social media platforms can expose users to fraud and identity theft. The
widespread use of social media has also led to serious confidentiality issues at work. Financial and reputational
losses have resulted from hacks involving sensitive data at modern organisations. It's possible that the
atmosphere at work may worsen as a result of employee tensions. Worker health problems and decreased
productivity have been linked to a lack of personal connection.
Figure: 02
SOCIAL MEDIA'S IMPACT ON THE EMPOWERMENT OF WOMEN
The Prospects of Social Media Not only are social media widely used, but they have also become embedded in
modern culture. Due to their widespread use, social media icons can no longer be ignored by businesses.
Internet marketers and website owners may now gain from increased worldwide exposure to their websites as a
result of social media. The benefits of social media marketing have become apparent to business owners of all
sizes. The use of social media bookmarks has increased in recent years. Certain systems allow for the
bookmarking of a post or webpage across dozens or even hundreds of social networking networks. Facebook
and YouTube have become ubiquitous in the United States. About three-quarters of those people used Facebook
on a daily basis. People's perspectives on social media have become increasingly divided. There is a lot of
crossover between the demographics of the sites' users, and many people in the United States use multiple social
media platforms. Because of how reliant they are on the site's content, users have a hard time stepping away
from social media. There is a wide range of political information available on social media. The researchers
have paid particular attention to the gaps in our understanding of the phenomena of political intellectuals and
activists' usage of social media. In order to protect the public interest, nonprofits have a responsibility to offer
funding for a centralized data repository on social media platforms. Social media has greatly contributed to the
democratization of public discourse by giving millions of people a powerful forum in which to express their
views and showcase their creativity. Social media have stepped into the gap left by the commercially oriented
mainstream media in terms of shaping public opinion on pressing issues confronting contemporary society.
Because of its success in amplifying the perspectives of marginalized communities, social media has emerged as
the most popular media platform of the contemporary era. Computer terminals, personal computers, mobile
devices, and even entire computer networks are used in the process of connecting people and businesses to the
Internet. By 2018, nearly everyone had access to this, since connection speeds throughout the world had
surpassed. Access to the Internet has changed the way many individuals think about and act in the political,
social, and economic spheres. The use of online social networks has skyrocketed in recent years. There are
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Multidisciplinary Handbook of Social Exclusion Research ISBN: 978-81-19674-44-2
perhaps a hundred of the most popular social networks in the world, based on their user bases. Various parties
invested in international progress are starting to pay attention to SNSs.
Figure: 03
SIGNIFICANCE OF THE STUDY
All barriers to working together and making progress have been removed in the modern day, to the proliferation
of social media. They've also evolved into potent instruments for international progress and two-way
communication. [4]In order to ensure the sustainable, integrated, and inclusive growth of the country, the
government and other stakeholders should guarantee the strategic and proactive use of social media in a wide
range of development efforts. Numerous studies have examined the impact of the media on progress in India
and elsewhere. It is clear from our review of the literature that India has not performed sufficient scientific study
on the use of social media for social networking and liberation. Women make up households, which in turn
shapes communities and nations.[7]. Women's advancement in society and the workplace is essential to any
society's or nations economic development. Each of these women brings a unique viewpoint to the table
pertaining to business. However, there has been no proper promotion of this in India. As a whole, society has
become more accepting of the fact that women need to work now, though there are always exceptions. As a
result of our increasing reliance on the service industry, many entrepreneurial possibilities have emerged,
especially for women, where they may thrive professionally while also achieving work-life harmony.[3] The
economic and social progress of women is crucial to the development of any community or nation. Recent
studies have shown that Indian women entrepreneurs are the most successful in the world. Indian women's
inherent strengths suggest they have considerable business potential that is now being underutilized.
Entrepreneurs need to have these traits. National progress may be aided by recognizing, unlocking, and putting
this potential to work in the service sector. Women business owners in India are admired for several reasons,
including their poise under pressure, creativity, critical thinking, risk-taking, and ability to inspire.
Figure: 04
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Multidisciplinary Handbook of Social Exclusion Research ISBN: 978-81-19674-44-2
IMPACT ON BOTH SOCIAL MEDIA AND THE EMPOWERMENT OF WOMEN
Entrepreneurship can have a significant and positive impact on both social media and the empowerment of
women. Here's a closer look at how entrepreneurship contributes to these areas:
1. Social Media:
1. Business Growth and Innovation: Entrepreneurship encourages the creation of new
businesses, products, and services, many of which leverage social media platforms for
marketing, communication, and customer engagement. Social media provides an affordable
and accessible avenue for startups and small businesses to reach a global audience, increasing
their chances of success.
2. Increased Connectivity: Social media connects entrepreneurs with potential customers,
partners, and investors. It enables them to network, share ideas, and learn from others in the
industry, fostering a supportive ecosystem that helps businesses thrive.
3. Brand Awareness and Customer Engagement: Social media platforms allow entrepreneurs to
build their brand identity, establish credibility, and engage directly with customers. This
engagement fosters a sense of community and customer loyalty, leading to long-term success.
4. Market Research and Feedback: Entrepreneurs can utilize social media for market research,
gaining insights into customer preferences, pain points, and trends. They can gather feedback
in real-time, leading to iterative improvements and better alignment with customer needs.
2. Empowerment of Women:
1. Financial Independence: Entrepreneurship can offer women an opportunity to achieve
financial independence and economic empowerment. Starting their own businesses allows
women to overcome traditional barriers in the job market and opens doors for financial growth
and self-sufficiency.
2. Leadership Opportunities: As women take on entrepreneurial roles, they become leaders and
role models in their communities. This helps challenge gender norms and inspires other
women to pursue their aspirations, contributing to a more diverse and inclusive business
landscape.
3. Flexibility and Work-Life Balance: Entrepreneurship provides women with the flexibility to
manage their businesses and personal lives, allowing them to balance family responsibilities
and career ambitions more effectively.
4. Addressing Social Issues: Female entrepreneurs often address social issues and challenges
faced by women, such as access to healthcare, education, and sustainable livelihoods. Their
businesses can lead to social innovation and positive change in their communities.
RESEARCH PROBLEM
Women entrepreneurs are seen as vital to national development. Offering new insights and employment
opportunities, but also increasing service providers' workloads and upsetting established business partnerships.
[2].Women generally lack access to financial resources, including those needed to launch a business or maintain
an existing one. Women entrepreneurs frequently use a combination of personal savings and grants to launch
their first firms. It was discovered that many women lacked the basic capital required to begin enterprises.
Entrepreneurship, albeit mostly intangible, is essential for a developing country like India to overcome its
current financial difficulties [7].It's possible that entrepreneurship is essential to the success of a country's
industrial, agricultural, and service sectors. Overpopulation, unemployment, underemployment, poverty, etc.,
are just a few of the vexing issues that plague India. Some people see parallels between running a business and
starting and managing a side project. In this progressive society, women are given the same opportunities as
men. The percentage of college-educated women has grown. Now more than ever, women may pursue careers
in fields like engineering and administration, expanding their potential for business ownership. The region was
selected because of its superior infrastructure, which offers great potential for industrial development. The
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Multidisciplinary Handbook of Social Exclusion Research ISBN: 978-81-19674-44-2
research considers the economic empowerment of women and addresses the difficulties encountered by female
entrepreneurs. Women business owners are in large part shaped by the economic, social, religious, cultural, and
psychological climate in which they emerge. Over the last decade, a growing number of young women have
been compelled to enter the labour due to economic need. This structural transformation from an agricultural to
a service-centered society, in which the family structure is also changing to the new economic arrangements in
the environment, is a lengthy process that is associated with economic development.
CHALLENGES FACED BY ENTREPRENEURSHIP TOWARDS SOCIAL MEDIA
The effectiveness of entrepreneurship in the realm of social media is notably influenced by an entrepreneur's
age. Younger entrepreneurs, having grown up in the digital age, tend to possess an inherent familiarity with the
intricacies of social media platforms and trends. This familiarity often translates into a natural advantage when it
comes to utilizing these platforms effectively for business purposes. Their adaptability to new technologies,
propensity for innovation, and willingness to take calculated risks can result in creative and impactful social
media strategies that resonate with younger audiences. On the other hand, older entrepreneurs bring with them a
wealth of experience, wisdom, and a well-established professional network. While they might initially face a
learning curve in navigating the digital landscape, their strategic decision-making, market insight, and
credibility due to their age can positively influence the way they harness social media for entrepreneurial
endeavors. Ultimately, the impact of age on social media entrepreneurship effectiveness is nuanced, with each
age group offering unique strengths that can be leveraged for success. To tackle these challenges effectively,
social media entrepreneurs need to be adaptable, responsive to user feedback, and focused on building
sustainable and ethical platforms. Additionally, collaborating with relevant stakeholders, including users,
policymakers, and industry peers, can lead to solutions that benefit both the platform and its users.
Table 1: Age group and challenges faced by entrepreneurship towards social media
Factors Age group N Mean Rank Chi-Square
Under 30 203 272.13
30-40 152 302.58
Intense Competition 3.794
Above 40 145 217.52
Total 500
Under 30 203 281.37
30-40 152 305.22
User Acquisition and Retention 0.017
Above 40 145 303.64
Total 500
Under 30 203 333.92
30-40 152 271.31
Monetization and Revenue Generation 11.884**
Above 40 145 321.77
Total 500
Under 30 203 345.67
30-40 152 254.53
Privacy and Data Security Concerns 27.867**
Above 40 145 343.19
Total 500
Under 30 203 333.54
30-40 152 242.31
Innovative Features and User Experience 47.167**
Above 40 145 341.45
Total 500
Under 30 203 321.99
30-40 152 244.51
Regulatory Compliance 45.877**
Above 40 145 363.46
Total 500
Under 30 203 302.36
30-40 152 235.25
Dealing with Misinformation and Fake Accounts 25.610**
Above 40 145 329.41
Total 500
Under 30 203 218.01
30-40 152 341.13
Social Impact and Responsibility 2.245
Above 40 145 238.72
Total 500
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Multidisciplinary Handbook of Social Exclusion Research ISBN: 978-81-19674-44-2
** Significant at 1% level
The Table 1 depicts that the respondents aged under 30-40 years are highly facing intense competition (302.58),
User Acquisition and Retention (305.22), Social Impact and Responsibility (341.13). Under 30 are highly facing
challenges in monetization and revenue generation (333.92), Privacy and Data Security Concerns
(345.67).Above 40 Innovative Features (341.45) and dealing with misinformation and fake Accounts (329.41),
Regulatory Compliance (363.46). The calculated Chi-Square values are significantly high at 1% level. Social
media is a highly competitive space, with numerous established platforms and new startups vying for users'
attention. Breaking through the noise and attracting a substantial user base can be challenging for new ventures
(Intense Competition), Acquiring new users and retaining them as active users is crucial for social media
startups. Convincing users to switch from established platforms or invest time in yet another platform can be a
significant challenge, (User Acquisition and Retention), many social media startups struggle with finding
effective monetization strategies. Generating revenue through ads, subscriptions, or other means can be difficult,
especially for platforms that cater to niche audiences. (Monetization and Revenue Generation), with regard to
privacy and data security concerns, social media platforms handle vast amounts of user data, raising privacy and
security concerns. Complying with data protection regulations and earning users' trust is essential but
challenging. (Regulatory Compliance), Social media startups must navigate complex and evolving legal and
regulatory frameworks, including data protection, user rights, and content regulations, which can vary across
different countries. (Innovative Features and User Experience) Staying ahead in the social media industry
requires continuous innovation to offer unique features and a superior user experience. Keeping up with user
preferences and trends can be demanding. (Dealing with Misinformation and Fake Accounts) The spread of
misinformation and the presence of fake accounts are persistent challenges on social media platforms.
Addressing these issues without stifling genuine free speech is a delicate task. (Social Impact and
Responsibility) Social media platforms have an increasing responsibility to address issues like cyberbullying,
mental health implications, and their impact on society. Balancing profit motives with social responsibility can
be complex.
DISCUSSION
Online groups have used social media to raise awareness and organize campaigns for a wide range of causes in
recent years. Women's increased use of platforms like Facebook, Instagram, Twitter, YouTube, etc. has helped
propel the growth of women-owned businesses on the web. As a result of influential women's groups, policies
and social mores have evolved [1].As a result of social media's rapid growth and changing business climate,
more women are venturing into the sector as entrepreneurs. Actually, it hasn't always been simple for women to
start their own businesses and become financially independent. So, it's natural to wonder if and how social
media may help women by creating a safe space for the disclosure of entrepreneurial activities and the
promotion of women's entrepreneurship online[2].Technological advancements like the widespread availability
of the Internet have made it possible for women to use social media platforms like LinkedIn and Twitter to
further their careers. However, it is important to note that while entrepreneurship can be a powerful tool for
social media and women's empowerment, there are also challenges and obstacles that need to be addressed
[9].These challenges include access to funding, overcoming societal biases and stereotypes, and providing
adequate support and resources for women entrepreneurs. Governments, organizations, and society as a whole
must work together to create an enabling environment that fosters women's entrepreneurship, provides
mentorship and training, and addresses systemic barriers to fully harness the potential of entrepreneurship for
social media and women's empowerment.
CONCLUSION
Social media offers women the chance to learn about the most recent styles, trends, items on the market,
options, etc. In addition, social media enables women the chance to launch their own businesses by researching
the most recent styles and trends, etc. However, social media is the sole platform that allows you to assess
people's preferences and tastes, after which anybody may create items and start their own business [2].In reality,
with platforms like Facebook and Instagram, the social media revolution has given women amazing
opportunities to flourish in women's entrepreneurship in the industry. For women who want to expand their
businesses and create empires, there are many fantastic internet resources accessible. However, before they can
be leaders, they must first think like leaders. Social media is a fantastic tool for networking and company
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Multidisciplinary Handbook of Social Exclusion Research ISBN: 978-81-19674-44-2
promotion. It aids women in developing their own brands, gaining confidence in their professional
accomplishments, and starting their own enterprises [3].Women may produce considerably greater results from
using social media effectively than they could have ever dreamed when they initially started their businesses.
[10]Women had to battle the glass barrier for a very long time in order to achieve in business. But now that
circumstances have changed, it's time to honor and recognize the goals of female entrepreneurs.
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