Digitalization, Social Network and Women Entrepreneurship: A Sociological Analysis

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 areincreasingly involved in network marketing, which serves not only as a platform for entrepreneurship butalso for empowerment. This form of marketing diverges from traditional methods by focusing on networkfacilitation, employment opportunities, product benefits, and digitalization. To investigate thisphenomenon, this study aims to assess the impact of digitalization on women entrepreneurs and comparetraditional entrepreneurship with network marketing. Primary data was gathered from 200 women engagedin 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 theIDSAannual report, various journals, and websites were used. The study findings indicate that women showa greater inclination towards network marketing compared to traditional marketing. This preference isattributed to the ease of managing business alongside household responsibilities, and digitalization playinga crucial role in expanding networks and ensuring business sustainability. Thus, prioritizing digitaleducation is imperative to augment women's capabilities in this domain.