“Home Based Women Entrepreneurs and Social Media: Identifying Challenges and Opportunities Using Grounded Theory Analysis.”
DOI:
https://doi.org/10.69980/g065pa88Keywords:
home based women entrepreneurs, #women entrepreneurs, #challenges and opportunities and #social media.Abstract
This research provides insight into the opportunities of doing business on social media and identifies the motivators encouraging women to consider this business option. It also identifies the hurdles and challenges that home-based women entrepreneur face. A series of interviews were conducted with women who engage in home-based social media ventures. The research was conducted in Pune City, Maharashtra, India. The qualitative data collected is analyzed using Grounded theory analysis. The opportunities identified from this research were easy access to social media, a substantial number of users connected on social media, social media facilitating a market beyond local boundaries, the opportunity to create unique products along with other motivators like ability to follow passion, low investment, ease of doing business, financial independence, ability to realize career goals and more. Several Challenges were identified related to technology, availability of finance, acquiring new customers, customer relationship management, supplier management, building customer trust, logistics management, etc. The data obtained from the interviews provides a deeper understanding of the strategies employed by these women in confronting their obstacles. Women entrepreneurs operating from home have achieved a milestone previously unattainable during the era before the prevalence of social media.
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