Empowering Women Entrepreneurs: Bridging the Digital Divide through Digital Marketing Technology Adoption

Abstract

The present study investigates the impact of digital marketing technology adoption on the performance of women entrepreneurs, focusing on the challenges they face in adopting such technologies. Utilizing interviews and document studies with women entrepreneurs in Kochi, India, the research identifies key findings and discusses implications.

It reveals that most of  women entrepreneurs are not  aware of digital marketing technology, also showed that digital marketing technology adoption impacts on the performance of women entrepreneurs' businesses.Eventhough,digital marketing offers significant potential for business                   growth, women entrepreneurs encounter obstacles such as lack of technical skills, access to capital, gender bias, and work-life balance concerns. Policy implications and recommendations for both authorities and women entrepreneurs are outlined to address these challenges and enhance digital marketing adoption among women entrepreneurs in India.