A SYNOPTIC LOOK ON EXPLORING THE ROLE OF SOCIAL MEDIA IN EMPOWERING WOMEN ENTREPRENEURS IN TIRUCHIRAPPALLI DISTRICT

The rapid evolution of social media has significantly transformed entrepreneurship, offering innovative ways for women entrepreneurs to engage with their customers, build brand visibility, and expand their businesses. This study investigates the patterns of social media usage among women entrepreneurs in the Trichirappalli district, focusing on its role in facilitating business growth, overcoming challenges,and creating opportunities for personal and professional empowerment.As women entrepreneurs in this district face distinct socio-economic and cultural barriers, social media platforms such as Facebook, Instagram, and WhatsApp have become vital tools in helping them overcome traditional obstacles such as limited access to capital, networks, and markets. These platforms enable women to establish an online presence, promote their products or services, and interact with customers more effectively, creating a level playing field in a competitive business environment. The study explores how women use these platforms not only to market their businesses but also to build customer loyalty, perform market research, and stay informed about industry trends. Despite the benefits, the research also highlights several challenges faced by women entrepreneurs in leveraging social media effectively.These include barriers related to digital literacy, limited time for social media management due to other responsibilities, and concerns about online privacy and cyber security. Additionally, many women face difficulties in optimizing multiple social media platforms due to a lack of technical expertise and resources.