Authors: Vilakshan Sharma, Shilan Ata Ali, Khushi Sibal, Vidushi Keshari, Shubham Kaswan, Hiya Chadha, M.Ayshwarya

ABSTRACT

The digital era has positioned social media platforms as critical spaces where gender, identity, and economic participation intersect. This study examines how social media enables women to assert digital identities and participate in entrepreneurial and economic activities. Drawing on thematic and survey-based evidence, the research uncovers that social media functions as a space of both empowerment and negotiation
for women. Respondents reported increased confidence, professional visibility, financial independence, and access to learning and networking opportunities. These findings align with global academic insights highlighting gendered platform preferences, algorithmic biases, and the commercialization of self-presentation online. However, the research also illuminates challenges such as emotional pressure, criticism management, cautious political expression, and mixed impacts on mental well-being. The study concludes that while social media significantly enables women’s economic empowerment and marketplace participation, these digital opportunities are shaped by persistent gendered structures, platform bias, and socio-cultural negotiation. This duality highlights the need for more inclusive platform design, digital literacy frameworks, and policy support to strengthen women’s equitable participation in the digital economy.

Keywords: Social media, women’s empowerment, digital identity, digital
entrepreneurship, gendered platforms, economic participation.