CHALLENGES FACED BY WOMEN ENTREPRENEURS IN LEVERAGING SOCIAL MEDIA FOR BUSINESS GROWTH: EMPIRICAL EVIDENCE FROM COIMBATORE

VOLUME - 9 ISSUE - 4 APRIL- 2026
Author
Safeetha Bai M A, Dr. P. S. Deepa
Description

This study investigates the challenges — specifically Digital Literacy Barriers (DLB), Financial Constraints (FC), Platform Algorithm Volatility (PAV), and Socio-Cultural Challenges (SCC) — that women entrepreneurs in Coimbatore district, Tamil Nadu, face in leveraging social media for business growth, with Social Media Self-Efficacy (SMSE) examined as a mediating variable.

Keywords

Women entrepreneurship; social media challenges; digital literacy barriers; financial constraints; business growth; social media self-efficacy; SEM; Coimbatore; Tamil Nadu

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