Digital Empowerment: Exploring awareness and impact of digital marketing among women entrepreneurs

Abstract

This study investigates how digital marketing awareness and adoption contribute to the business success of women entrepreneurs. Based on data collected from 90 women entrepreneurs across micro and small enterprises, the paper explores key factors shaping their understanding of digital tools and assesses how platforms like social media, WhatsApp, and SEO influence business growth. The findings reveal that while awareness is primarily shaped by peer networks, training, and social media, the actual business impact is highest through tools like social media marketing and WhatsApp. The study underlines the role of accessible digital platforms in expanding customer reach, improving sales, and enhancing brand visibility.