A Study on How Social Media Affects Virtual Women Entrepreneurs in Kerala

Abstract

The success of virtual women entrepreneurs is a dynamic phenomenon in the sphere of virtual entrepreneurship, and it is important to identify the factors that influence their success. With more women in Kerala using the virtual platform to start and grow their businesses, it becomes pivotal to investigate how different demographic, educational and social variables affect their business performance. The paper examines the impacts of the major variables such as the place of residence, age, educational level, business field as well as the aspects of social capital in entrepreneurship with regard to virtual women entrepreneurs in Kerala.  The researcher found that urban entrepreneurs, middle-aged individuals, those with higher secondary education, and those operating in certain sectors, such as jewellery boutiques, experience higher levels of success. The researcher used social capital theory for measuring entrepreneurial success. Social capital dimensions such as structural, relational, and cognitive play an important role in enhancing entrepreneurial outcomes, with network-based social capital emerging as the key impactful aspect for entrepreneurial success.