AN ANALYTICAL STUDY ON WOMEN EMPOWERMENT THROUGH SOCIAL MEDIA
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Authors
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V. SINJITHA * and R. JANSI RANI
Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore – 641108
Keywords:
Empowerment, Home Maker, Social Media, WomenAbstract
The study conducted during 2021–22 aimed to evaluate the socio-demographic profile of
educated homemakers between the age group of 34 and 54 to recognize the influence of social
media and to realize the impact of social media on women home makers. The adoptive structuration
theory was used to enhance homemakers’ capacities by improving their technology acceptance
among people who are unable to work independently and compelled to rely on their spouses for
financial assistance. The results of the study showed that 90 percent of the homemakers were
familiar with online commerce and social media utilization, which isn’t always feasible for earning
additional money by homemakers because they’re overburdened with domestic responsibilities.
However, the respondents could gain valuable insights into technology adoption.
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