| Abstrakt: |
In the growing field of Indian business, this research delves into Instagram's impact on empowering women entrepreneurs and addressing gender disparities in startup leadership within the Indian business landscape. It examines how Instagram facilitates women's engagement and success in entrepreneurship while navigating the challenges they encounter. Utilizing purposive sampling, data was collected from Instagram profiles and comments through Netnography from August to October 2023. NVivo was employed for data management, organizing data via a coding method emphasizing employment, innovation, and leadership. Accounts like paati_hair_oil, shethepeopletv, and JhaJi Store were chosen for their significant contributions to women-focused enterprises in India, providing insights into women's entrepreneurship dynamics on Instagram. Thematic analysis revealed key themes such as "Innovative Solutions," "Breaking Barriers: Women in Leadership," and "Empowering Through Employment," illustrating Instagram's role in fostering female empowerment in Indian entrepreneurship. This study underscores Instagram's pivotal role in supporting female entrepreneurs and reducing gender disparities in startup leadership, aligned with fourth-wave and post-modern feminist principles, highlighting its potential to revolutionize women's participation and success in Indian business. |
Full text from SpringerLink