Digital marketing strategies adopted by women entrepreneurs and its impact on business performance (In the context of micro and small enterprises)

The purpose of this research study is to investigate how women entrepreneurs of micro and small enterprises are utilizing digital technologies for business marketing and what do they perceive about digitalization and adoption of digital marketing. The article aims at ascertaining the level of digital marketing adoption, DM channels, platforms and techniques employed by women entrepreneurs and how does digital marketing adoption affects their business performance and growth.

Empirical findings are drawn based on primary data collection through a structured questionnaire survey from 138 women entrepreneurs of micro and small enterprises based in the state of Karnataka. Statistical tools were used to conduct descriptive and inferential data analysis to make valid inferences to achieve the objectives of the study.

The findings revealed the popularity of few digital media channels and platforms among women entrepreneurs and majority of them showed low level of adoption. This indicated that digital marketing adoption is still in its early stage of adoption among women entrepreneurs of micro and small enterprises. The results also showed the positive relationship between the digital marketing adoption level and sales, thus impacting business performance of the enterprises. Digital marketing strategies adopted by women entrepreneurs were identified from their pattern of usage of digital media and consequently the inferences were made regarding their lack of digital skills and expertise.

The data comes from one state with a limited sample size and thus the research context limits the generalizability of the results. Findings have important implications for policymakers, practitioners and entrepreneurs associations who are charged to develop women entrepreneurship in India to formulate specialized training programs to develop digital skills amongst women entrepreneurs especially in the case of micro enterprises where women entrepreneurs do their digital marketing by themselves.

This study is among the first to examine the digital marketing adoption strategies and its impact on business performance among the women entrepreneurs in the context of micro and small enterprises in Karnataka. The outcomes of the study bridges the research gaps and builds knowledge towards the emerging techniques of marketing.