Promoting Women Entrepreneurs in Kerala through Influencers: An Analysis of Strategies Utilizing Instagram Influencer Marketing as a Medium

Authors

  • Karthika C. K Research Scholar, Department of Visual Media and Communication, Amrita Vishwa Vidyapeetham, Kochi Campus, Kerala, India
  • P. Ravindranath Professor, Department of Visual Media and Communication, Amrita Vishwa Vidyapeetham, Kochi Campus, Kerala, India

DOI:

https://doi.org/10.63278/1451

Keywords:

women empowerment, Instagram, influencer marketing, women's entrepreneurship, brand awareness

Abstract

The evolving demographics of India have influenced the opportunities available to women entrepreneurs and their economic contributions. Social media has profoundly influenced women's entrepreneurial identities, with Instagram serving as a crucial platform for displaying products and services. Influencer marketing has emerged as a potent instrument for empowering women entrepreneurs in Kerala, enabling them to expand their audience and enhance sales. This study seeks to examine the impact of influencer collaborations on the promotion of products and services by women entrepreneurs and their efficacy in expanding market reach. Case studies and content analysis were employed to examine successful collaborations, evaluate the efficacy of social media material, and conduct comprehensive interviews with entrepreneurs to comprehend the effects of these collaborations.

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Published

2025-04-16

How to Cite

Karthika C. K, and P. Ravindranath. 2025. “Promoting Women Entrepreneurs in Kerala through Influencers: An Analysis of Strategies Utilizing Instagram Influencer Marketing As a Medium ”. Metallurgical and Materials Engineering 31 (4):399-408. https://doi.org/10.63278/1451.

Issue

Vol. 31 No. 4 (2025)

Section

Research

License

Copyright (c) 2025 Karthika C. K, P. Ravindranath

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