Digitalization, Social Network and Women Entrepreneurship: A Sociological Analysis

Abstract

The importance of entrepreneurship for women extends beyond mere economic empowerment,
encompassing enhanced decision-making abilities and leadership skills. Entrepreneurial endeavors,
particularly in self-employment, significantly impact women's empowerment. In Odisha, women are
increasingly involved in network marketing, which serves not only as a platform for entrepreneurship but
also for empowerment. This form of marketing diverges from traditional methods by focusing on network
facilitation, employment opportunities, product benefits, and digitalization. To investigate this
phenomenon, this study aims to assess the impact of digitalization on women entrepreneurs and compare
traditional entrepreneurship with network marketing. Primary data was gathered from 200 women engaged
in network marketing companies (such as Amway, Herbalife, Vestige, Modicare) in Balasore district,
Odisha, utilizing the snowball sampling technique. Additionally, secondary data from sources such as the
IDSAannual report, various journals, and websites were used. The study findings indicate that women show
a greater inclination towards network marketing compared to traditional marketing. This preference is
attributed to the ease of managing business alongside household responsibilities, and digitalization playing
a crucial role in expanding networks and ensuring business sustainability. Thus, prioritizing digital
education is imperative to augment women's capabilities in this domain.