Economic Opportunities and Social Media: Assessing the Impact of Online Platforms on Entrepreneurship among Tribal Women in North Gujarat

Abstract

This research investigates the impact of social media platforms on entrepreneurial opportunities for tribal women in North Gujarat, where access to conventional business resources remains limited. Social media platforms like WhatsApp, Facebook, and Instagram offer tribal women a cost-effective means of marketing, reaching customers, and expanding their network, thereby helping them overcome barriers related to geography, finances, and social constraints. Through a mixed-methods approach involving a survey of 200 tribal women entrepreneurs and in-depth interviews with 20 participants, this study explores how these women utilize social media to market traditional crafts, sell products, and gain financial independence.

Findings indicate that social media enhances visibility and customer engagement, supporting income generation and enabling community development. However, challenges such as digital literacy, limited internet access, and technological constraints restrict the full potential of social media as an entrepreneurial tool. The research underscores the importance of targeted support in digital literacy and infrastructure improvement to amplify these women’s entrepreneurial success. This study contributes to the understanding of social media’s role in economic empowerment for marginalized communities and suggests policy interventions to support sustainable, inclusive growth through digital entrepreneurship for tribal women.