Purpose

The use of social media is becoming increasingly important for entrepreneurial marketing as a way to gain psychological empowerment through female entrepreneurship. The participation of female entrepreneurs on social media has witnessed an increasing trend. The purpose of this study is to understand the impact of social media participation on female entrepreneurs towards digital entrepreneurship intention and their psychological empowerment.

Design/methodology/approach

This cross-sectional study integrates the Stimulus–Organism–Response framework with uses and gratification theory to understand and determine a theoretical framework in understanding the importance of social media for female entrepreneurship in the contemporary digital era. To ensure internal consistency of the latent constructs, this study determines Cronbach’s alpha for all the variables. Further, exploratory factor analysis is performed to ensure the unidimensionality of the latent constructs. Structural equation modelling is performed to test the theoretical framework.

Findings

Data analysis confirms the significant effect of social media participations on female entrepreneurs towards their digital entrepreneurship intention which further affects their psychological empowerment.

Originality/value

The practical contributions of this study highlight the importance of female entrepreneurship which is essential for attaining self-reliance by reducing the socio-economic barriers. Further, female entrepreneurs’ participation in social media communities enhances the levels of empowerment.

中文翻译：

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社交媒体参与对女性创业者数字化创业意愿和心理赋权的影响

目的

社交媒体的使用对于创业营销来说变得越来越重要，作为通过女性创业获得心理赋权的一种方式。女性企业家在社交媒体上的参与度呈上升趋势。本研究的目的是了解社交媒体参与对女性创业者数字创业意向及其心理赋权的影响。

设计/方法论/途径

这项横断面研究将刺激-有机体-反应框架与使用和满足理论相结合，以理解和确定一个理论框架，以理解社交媒体对当代数字时代女性创业的重要性。为了确保潜在结构的内部一致性，本研究确定了所有变量的 Cronbach's alpha。此外，进行探索性因素分析以确保潜在结构的一维性。进行结构方程建模来测试理论框架。

发现

数据分析证实了社交媒体参与对女性创业者数字化创业意愿的显着影响，进而影响了她们的心理赋权。

原创性/价值

这项研究的实际贡献凸显了女性创业的重要性，这对于通过减少社会经济障碍实现自力更生至关重要。此外，女性企业家参与社交媒体社区提高了赋权水平。