Influence of Social Media on the Entrepreneurial Aspirations of Millennial and Gen Z Women
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Influence of Social Media on the Entrepreneurial Aspirations of Millennial and Gen Z Women
By
Dr. Nitin Kalla, Associate Professor, MSMSR, MATS University, Raipur
Mr. Deeptanshu Sharma, Assistant Professor, MSBS, MATS University, Raipur
MR. Pankaj Pal, Assistant Professor, MSBS, MATS University, Raipur
ABSTRACT
This study investigates the influence of social media on the entrepreneurial aspirations of Millennial and Gen Z women, exploring how digital platforms shape their mindset, motivation, and intentions toward entrepreneurship. As social media has evolved into a key driver of trends, knowledge sharing, and inspiration, it is increasingly being used not just for entertainment but also as a tool for career exploration and business development. With women playing a growing role in the entrepreneurial ecosystem, this research aims to identify how different forms of social media content—such as influencer marketing, digital success stories, and peer networks—impact the entrepreneurial intentions of women from two distinct generational cohorts. Using a mixed-method approach, data was collected through online surveys and semi-structured interviews with women aged 18 to 42. The findings are expected to reveal generational differences in the use and perception of social media as a catalyst for entrepreneurship, as well as offer insights into how platforms can better serve aspiring women entrepreneurs. The study contributes to the literature on digital entrepreneurship, gender studies, and generational behavior, with practical implications for educators, policymakers, and content creators.
Keywords:- Social Media, Gen Z Women, Entrepreneurial aspirations, Women entrepreneurs, Influencer marketing
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