Use of Social Media for Women Entrepreneurship (With special reference to Bhopal)
Dr. Neel Rai1, Dr. Rajeev Sijariya2
1Associate Professor, Head- MBA. LNCT, Bhopal
2Dy. Director, SCRIET, CCS Univeristy, Meerut
*Corresponding Author E-mail: neel.rai94@gmail.com,Email- rajeevsijariya@gmail.com
ABSTRACT:
The present era is a technical age. Everyday technology is being invented and more technical proved to be very helpful in making human life easier and accessible. Today, through social media, people connect with their friends, family, acquaintances and interact with them as well as share new media information too. It is also used for propaganda and this is used by women in the best way in their entrepreneurs. Keeping this in mind, this research has been studied in the utility of social media in the women entrepreneurs. Using a grounded theory approach to data analysis, the finding shows that social media has an overall positive impact on the lives of women entrepreneurs.
KEYWORDS: Women Entrepreneur, Social Media, empowerment.
INTRODUCTION:
There is no longer a question regarding the role of women play in contributing development. Women Sector occupies nearly 45% of the Indian Population. Entrepreneurship is reflected as one of the most essential aspects for contributing to the nation development. Social Media Online Communications is a collective place for community-based input, distribution of content and dedicated channels for collaboration. Now social media has become the need of every age.Women who establishes and operates a business of her own is called a women's entrepreneur. Women who started a new industry with a new idea to make themselves self-reliant without a government job, are called women's entrepreneur. According to the Government of India’s sixth economic census there were over 8 million women entrepreneurs in India with 14% of business in India now female-run.
Status of Women Entrepreneurs in India:
The women entrepreneur in India has various qualities. A woman or a group manage the whole business of enterprise. One the one hand Women entrepreneurs faces many problems in their effort to develop their enterprise. Marketing Problem is also one of the major problem of women entrepreneurs. A lot of money is needed for advertisement in these day of stiff competition. They continuously face problems in marketing their products. To popularize the product, social media works as a tool for promotion of product and increase their sell. The paper is organised as follows. First we discuss the growth in the field of women entrepreneurship in India. Then, we discuss the research paper to support this research. Next we analyse the responses recorded through questionnaire. Finally with the result we conclude the paper.The study analyse the role of social media for establishment of women entrepreneurs. The objective of the research will give direction and helps the researcher to find appropriate result. Very few studies address the role of social media in women entrepreneurship.
OBJECTIVES:
· To know the use of social media for women Entrepreneurs.
· To identify the role of social media as tool for Business among Women.
· To know the challenges faced by women entrepreneur on social media.
REVIEW OF LITERATURE:
Companies create value through relationships. In fact, relations with the environment are a way of growing up as well as a chance to create benefit in the long term and increase cash flow and stock of resources. In this perspective, relational capital (Stewart, 1998) represents a key factor to gain competitive advantage in the market, a source for companies and female entrepreneurs and a supporter of the training and the transfer of a collective knowledge. It is formed by the quality and quantity of relations that companies have with stakeholders (Freeman, 1984; Mitchell et al., 1997) such as clients, suppliers, banks, employees. It is the brand, image, reputation, satisfaction and loyalty that companies build in their relationship (Donaldson, Preston 1995).Despite the recognised importance of relations, there is very little empirical research that has focused attention on them in a gender perspective (Paoloni and Demartini, 2016). Some authors (Carsrud et al., 1986; Rodriguez and Santos 2009) have highlighted the differences that exist between the relations created by female entrepreneurs and the ones built by male entrepreneurs,registering differences in their composition and in their use. The common agreement (Gillian, 1982; Shapero,1982) is that “female companies” are characterised by frequent use during all of the life cycles of the company, of connections and networks (a cooperative vision) rather than being willing to carry out an atomistic management.
The latter referred to as a kind of management that can be found as a typical characteristic of male companies, predisposed towards a clear separation between the family, social and working sphere. The idea of the network for women is the creation of a necessary connection between work, family and the community.
Review of Literature reveals the most of the papers on women entrepreneurship fall under positive research paradigm. The Literature on mainstream entrepreneurship primarily focusing on the male entrepreneurs emerged in the 1930s. The late 1970s witnessed the emergence of an explicit sub-domain of women entrepreneurship. Entrepreneurship has been a male dominating from very early age, but time has changes the situation and thought and brought the increasing presence of women in business filed as entrepreneurs has changed the demographic characteristics of business and economic growth in country. This paper discuss the problems, issues, challenges faced by women entrepreneurs and identify the ways to overcome those challenges. It also analyse the policies of Indian government. The research suggest to designprogrammes that will address to attitudinal change, training and support service.
Danielle Okoth, N. Determinants of Effective Women Entrepreneurship in Kenya: A Survey of Tranz-Nozia Country. The purpose of the researcher in this study was to assess the determination of effective women of Trans Nosia country. It was induced by the specific purpose of the study that the effect of the surrounding environment affects the female entrepreneurship. The questionnaire was used under descriptive survey to complete this study. For this survey, sample of 700 women entrepreneurs was taken from Trans Nosia Country. Social Learning Theory:In this theory, Albert has defined the format of teaching socialism that are both positive and negative. This theory is accurate in 'Studying the usefulness of social media for women entrepreneurs', because social media is meant to connect people to each other. DESIGN/METHODOLOGY/APPROACH:
Given the nature of the present study, social media phenomenon interests the researcher from different field. The study investigation addresses the topic of women in business and social media. Survey sample method was used for data collection. Purposive sampling technique has been used to obtain data from women entrepreneurs as target respondents for this study. Tool for data collection was questionnaire. Questionnaire were distributed among 120 respondents, response rate was n=120.
FINDINGS:
The Data gathered for this study is organized, coded and analyzed using Statistical Packages for Social Science (SPSS) where Frequency and Percentage were used to present the result of the study.
Out of all, maximum (39.2%) participants fall in the age group between 26-35 years while 24.2% respondent are from the age group of 36-45 years. Out of 120 respondents maximum of them i.e. 4.2% of respondents were post graduates followed by 56% graduates, 27.5% were 12th pass, 7.5% were Diploma holder and 4.2% of them have higher education. Maximum of respondents i.e. 39.2% falls into the age group of 26-35 years, 24.2% belongs to age group 36-45 years, 20% belongs to age group 18-25 years, and only 16.6% of them falls in age group of 45 years and above.
Table.1 Business own by women entrepreneurs
Category/ Responses | Beauty Parlour | Bouti que | NGO | Fashion Designer | Art Gallery Owner |
31.7 | 42.5 | 12.5 | 5.8 | 7.5 |
The table 1 shows the different type of business own by women entrepreneurs, maximum (42.5%) women entrepreneur own Boutique whereas 31.7% entrepreneur owns beauty parlour other women entrepreneur owns NGO, having their Art Gallery or work as a fashion designer.
Graph 1.1 Use of media platform for business
The graph 1.1 shows that women entrepreneur mostly (44.2%) use Facebook for their business such as promotion, selling product, advertisement while 40% respondent use multiple social media platforms for their business, whereas 14.2% entrepreneur use YouTube and 1.7 use twitter for their business.
Graph 1.2 Relevance of social media for business activities
On the subject of relevance of social media for business activities, overall perception of women entrepreneurs shows that social media is relevant for their business, maximum (40%) women entrepreneurs find it useful and relevant for business activates like promotion, advertisement or selling product whereas, 23.3% entrepreneurs find social media very relevant.
Graph 1.3 Is social media is economical than other media
According to data analysis, 42.5% women entrepreneurs said that social media is more economical than other media platforms like Newspaper or television etc. whereas 30% entrepreneurs are strongly agree with the statement. It statement concludes that social media is not only user friendly but it is also helping women entrepreneurs to establish and expand their business through this platform.
Graph 1.4 Using social media in business develop your self-determination
The data shows the positive response by women entrepreneurs as they find the rise in their self-determination level by using social media for their business. Half (50.8%) of women entrepreneur agree that social media helps in developing their self-determination.
Graph 1.5 social media helps in increasing business profit and its image
The data analysis show that maximum (38.5%) women entrepreneur find social media very helpful in increasing their business profit whereas 22.5% respondent find it helpful for increasing business profit. The overall responses shows that social media is a powerful tool and it helps in increasing business profit of women entrepreneurs. On the other hand 32.5% women entrepreneur thinks that social media is reliable for image building of their business.
Graph 1.6 Problems face by using social media for business
The data shows the positive attitude of women entrepreneurs towards social media but there are some problems face by them because of using social media as a platform for business. Maximum (31.7%) entrepreneurs said that the unavailability of customers at a particular time is problematic issue among them, while misuse of contact number is also a major (25%) problem faced by them whereas they also face technical problem (22.5%) on social media platform, some other problems faced by them are mentioned above.
CONCLUSION:
This study concluded that the social media has a very significant role on women entrepreneurship development in India. The use of social media platforms and tools by women entrepreneur has been seen a very positive and progressive step for women in terms of negotiating their business activities. This study shows that today social media has become the need of every age. The use of social media is not just a source of entertainment or information, but today the propaganda of advertisements is being spread through social media. The finder from the study obtained the findings that today the women entrepreneurs are using social media in the best way to spread the propaganda of their industry. Changes in the thinking of the people have changed in the thinking age and women have also learned this thing well and are reaching out to their people through social media, they have realized the importance of social media utility. Social media is currently playing an important role in empowering women. Its use has changed the way in which women entrepreneurial image has been created, and the female middleman is also helping each other. Not only this, the contact is expanding, but their economy is also getting reinforced by the people. Based on this study, Mobile phones are the business tool most widely used by women entrepreneurs. RECOMMENDATIONS:
· To highlight the importance of social media, workshop should be sponsored from time to time between women entrepreneurs.
· Women entrepreneurs should be made aware about cyber law.
· The myths associated with social media should be overcome by awareness programs.
· Social media should be used for women in their own economy so that they should be trained so that they can run their own industry more efficiently.
· Technical literacy should be developed in the women's venture
IMPLICATIONS FOR FUTURE RESEARCH:
The literature review presented earlier shows that so far studies on women entrepreneurs and social media have been mainly concerned with emerging countries and have primarily analysed how social media can help budding women entrepreneurs to start a business. At the same time, these analyses have clearly shown that the use of social media can help women to enlarge their network and, in so doing, can deeply affect women‟s conditions, not only in their business life, but mainly in their private, family and social life. This emphasis on women‟s networking is in line with studies showing the importance of both formal and informal relationships for female firms‟ survival and growth (Husu and Koskinen, 2010; Kamberidou and Labovas, 2012). Indeed several studies show that networking is a strategic capability for female firms. Moreover, research shows that female entrepreneurs‟ ability to network is more developed than male entrepreneurs. The latter, only in recently, has discovered the value of relationships as strategic tools to run a company (Larson and Starr, 1983; Herron and Robinson, 1993; Aldrich and Elam, 1997; Lee and Roh, 2012; Paoloni, 2011; Paoloni and Dumay, 2015). These findings can be of some interest to scholars and politicians. In fact, the study analysis offers a further example to support the statement made by Berthon et al. (2012) about social media use being “a function of a country’s technology, culture, and government”. In emerging countries, the role of cultural factors (that is, women‟s subordination, marginalisation and lack of inclusion in the analysed countries) is of great importance to understand how women entrepreneurs use social media to start and manage their business and why social media has such an important impact on their private and family life and their social condition. In light of this, it is very important to carry out further analyses in order to better understand how to promote and improve the role of social media as an amplifier of formal and informal networks developed by women entrepreneurs in emerging countries. Future research could also be aimed at identifying factors affecting the success of female social media-based small businesses. The results of these analyses also suggest new lines of research concerning the use of social media by micro and small-sized women enterprises in developed countries. This analysis could aim to understand whether and how, in developed countries facing new socioeconomic challenges, the use of social media can enable women entrepreneurs to increase their business effectiveness and competitiveness as well as improve their quality of life. This stream of research could allow a greater understanding of a relevant subject for those, scholars or politicians, who are involved in promoting women's entrepreneurship. REFERENCES:
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Received on 03.01.2019 Modified on 18.03.2019
Accepted on 11.05.2019 ©AandV Publications All right reserved
Asian Journal of Management. 2019; 10(3): 203-207.
DOI: 10.5958/2321-5763.2019.00031.3
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