Social networks and social media as mediators of entrepreneurial entry among Indian women

Abstract

This article examines how social networks and social media influence women's entrepreneurial entry in India. Using an explanatory sequential mixed-methods approach, we combine quantitative analysis of GEM data with qualitative interviews. The quantitative results show that having an entrepreneur in one's social network increases the probability of start-up involvement by 2.5 percentage points, while media exposure contributes an additional 1.8 percentage points. Interviews with women entrepreneurs illustrate how social media provides motivation, role-modeling, and perceived attainability, whereas personal networks offer emotional support, early clients, mentorship, and informal financing. Situating these findings within broader debates on social capital and female entrepreneurship, the study highlights how interpersonal and digital ties function as low-cost, relational resources in contexts of limited institutional support. This dual perspective advances existing research by clarifying the distinct yet complementary ways in which offline networks and online media shape women's early entrepreneurial decisions and help reduce perceived barriers.