Women Empowerment through Social Media: A Study on Usage Patterns and Impact

Abstract

Women, as an equal part of society, play a major role in building society, sharing responsibilities, contributing to the economy, and much more. In India, the number of internet users is growing rapidly every year, contributing to the increasing social media user base. Around 59.90 per cent of Indians use social media. On average, an Indian spends one and a half to two and a half hours on social media daily. Around 31.4 per cent of women and 68.6 per cent of men use social media in India. WhatsApp is the most widely used social networking platform, and 99 per cent of users access social media through smartphones. Therefore, social media has become an integral part of everyday life and plays an important role in modern society. Even many day-to-day needs are fulfilled through social media. Women create social media communities where they exchange ideas, ask questions, receive answers, spend their leisure time, and relax. They also take advantage of opportunities to improve their financial status. Women use social media for a variety of purposes. The study revealed that women use social media to find new opportunities (p = 0.003 < 0.05) and that their daily activities and lifestyles have changed as a result. Although social media has had a positive impact on their lives, it has also produced certain negative effects, ranging from increased spending to distraction from personal goals. This study explores the role of social media in empowering women, particularly homemakers, in India. With the rapid growth of internet penetration, social media has become a powerful tool for knowledge sharing, skill development, and social interaction. Based on a survey of women users, the study examines usage patterns, engagement levels, and their perceived impact. The findings indicate that while social media provides access to opportunities and enhances confidence, it also introduces challenges such as increased screen time and distraction. The study concludes that social media can catalyse women's empowerment when used mindfully and strategically.