USING SNOW-BALL TECHNIQUE FOR QUALITATIVE ANALYSIS OF SOCIAL MEDIA AS A FACILITATOR FOR WOMEN ENTREPRENEURS IN DELHI NCR

Abstract

The paper investigates the impact of social media on empowering women entrepreneurs in the Delhi NCR. Using the snow-ball technique, a quantitative approach with a sample of 520 women entrepreneurs through chi-square analysis, the study reveals that social media serves as a crucial platform for business activities, facilitating direct customer interaction and live product demonstrations. It emphasizes the social media’s role in overcoming barriers faced by women entrepreneurs, providing access to networks, resources, and markets. The findings reveals that there is no association among usage of social media and intensity to use social media on motivational factors whereas education plays very impactful role to motivate the women to use social media for their businesses because level of education help them to select the social media for their business wisely. This led to the need for digital skills training to empower women entrepreneurs and advocate for policies supporting gender equality. The study underscores the advantages of tailored social media strategies, impact measurement, awareness campaigns, and collaboration with influencers while highlighting the importance of multilingual content, feedback, cybersecurity, and consistent updates for sustained commitment in the entrepreneurial ecosystem.