Social Self-efficacy and Digital Mediums: What Indian Women Entrepreneurs Say

Abstract

Changing cultural dynamics, gender equality, education, and technology have contributed to women empowerment. Additionally, the use of Internet and social media platforms by businesses at various stages in the business life cycle is on the rise. Despite this, women entrepreneurs in developing countries are less inclined than their male counterparts toward using online mediums for their businesses. Findings from personal interviews with 20 Indian women entrepreneurs indicate that Indian women are low on social self-efficacy when interacting through online platforms, especially for business purposes. The chapter discusses the reasons behind low social self-efficacy on online mediums and how this can be improved.

Citation

Shah, P.K. and Mehta, B.N. (2019), "Social Self-efficacy and Digital Mediums: What Indian Women Entrepreneurs Say", Crittenden, V.L. (Ed.) Go-to-Market Strategies for Women Entrepreneurs, Emerald Publishing Limited, Leeds, pp. 147-155. https://doi.org/10.1108/978-1-78973-289-420191019