Social media can empower women entrepreneurs

Entrepreneurship comes with many challenges, and entrepreneurs are often described as brave and creative risk-takers. Women entrepreneurs in the Global South are no exceptions. Depending on social expectations, the challenges they meet may be even bigger.

Thilini De Silva recently finished her doctoral studies at the Department of Computer and Systems Sciences.

“My research explores how women entrepreneurs in Sri Lanka use social media to build their businesses, and how this use contributes to their empowerment. The study initially focused on women entrepreneurs in the beauty salon industry and was later extended to women operating across diverse sectors,” says Thilini De Silva.

She began by examining how women entrepreneurs themselves define empowerment, and the challenges they experience in navigating entrepreneurship as women. Then she investigated how they use social media, particularly Facebook, as a tool for business development.

“Through this process, I explored the intersections between women’s empowerment, women’s entrepreneurship, and social media use. My findings suggest that social media becomes empowering when it is embedded within entrepreneurial activity.”

Social platforms for growth

Based on her work, De Silva strongly believes that women entrepreneurs in Sri Lanka demonstrate a deep sense of pride. And they make significant contributions to uplifting their families and communities, despite the many challenges they continue to face.

“I learned that women entrepreneurs use social media primarily as a practical survival tool, rather than as a deliberate empowerment strategy. They use platforms like Facebook as a medium to grow and advertise the business. They also use social media for communication and customer care, for learning and skills sharing, and for collaborative work,” she explains.

In interviews and focus groups, Thilini De Silva gained many insights. When discussing business growth and advertising on Facebook, one woman entrepreneur said:

“See, I used to advertise in ladies’ newspapers and bridal magazines. Recently I called one of the newspapers and for the inner back cover, they wanted Rs. 150,000 […] But only a very limited crowd see those when compared to social media. People do not buy them anymore. I think Facebook is the most effective tool for marketing, and the best tool for customer service as well.”

When discussing Facebook as a medium of communication and customer care, another woman entrepreneur said:

“We now communicate with our customers using Facebook only. All the announcements about the salon are posted and we reply to customer queries through direct messages and replying to comments”.

Peer support is important

According to De Silva, these examples show that using social media can increase women’s empowerment. It often emerges quietly, through everyday practices, rather than through dramatic transformations.

“The women I interviewed were largely motivated by other women who excelled and did well. Peer support is a woman’s strength,” she says.

Her research results have many implications, both for entrepreneurs and policymakers.

“One key implication is that technology alone does not guarantee empowerment. Women benefit most when social media use is supported by digital skills, peer networks, and safe online environments. For women entrepreneurs, my advice is to view social media not only as a marketing tool – but also as a space for learning, networking, and collective support. Building connections with other women can reduce isolation and strengthen resilience.”

“For policymakers and development actors, the research highlights the need for gender-sensitive digital policies, including digital literacy programmes, protection from online harassment, and support systems that recognise women’s multiple roles at home and work. Empowerment requires both access to technology and supportive social structures.”

Practical research result

Thilini De Silva’s research also has a very practical outcome: the digital prototype “Empower Her”.

“I developed ‘Empower Her’ as part of the final study in my PhD. It is designed as a supportive digital ecosystem specifically for women entrepreneurs. The idea emerged directly from my research findings, where women repeatedly expressed the need for safe spaces to learn, network, and share experiences. It is an app conceptualized from the ideas of women, by a woman, further improved by the ideas of the women users – and it will be used by women.”

Research can lead to tangible, women-centred solutions

“The app concept includes features such as peer networking, skill-building resources, inspirational stories, and safety-focused design elements. ‘Empower Her’ represents my attempt to translate theory into practice, showing how research can lead to tangible, women-centred solutions.”

De Silva’s research interest is deeply rooted in her own lived experiences, and the women who shaped her early understanding of strength and leadership.

“Growing up in a remote village in central Sri Lanka, I was profoundly influenced by my grandmother. Her quiet authority in household decision-making left a lasting impression on me. My grandmother embodied courage, agency and resilience. Through her, I learned that power does not always appear loud or visible.”

“As a young girl, I came to believe that education was my pathway to strength and independence. Excelling academically affirmed this belief. When I later pursued my MBA and began to think seriously about research, I knew I wanted to explore empowerment more deeply. While my own experience showed me the transformative power of education, the literature led me to entrepreneurship as another critical pathway.”

Living in an era shaped by rapid digital advancement, Thilini De Silva became particularly drawn to the intersection of women’s empowerment, entrepreneurship and social media. She could see everyday practices and digital spaces quietly reshape women’s opportunities and agency.

“Choosing to pursue a PhD was not a sudden decision but the culmination of a long personal and professional journey,” she concludes.

“Pursuing a PhD became a deeply held aspiration – not only as a personal achievement, but as a way to contribute meaningfully to society through research, teaching, and institutional leadership. I am especially grateful to the Vice-Chancellor of NSBM Green University, Professor E. A. Weerasinghe. He gave me the opportunity to pursue this degree at Stockholm University, a world-renowned institution that has shaped me both intellectually and personally.”

Challenging but enriching journey

Doing a PhD at Stockholm University while living in Sri Lanka has been challenging and enriching at the same time, De Silva says. It meant constantly navigating different time zones, academic cultures and life responsibilities.

“At times, it was isolating in terms of academic endeavors. But it also allowed me to remain closely connected to my research context.”

“In many ways, my own experience mirrored the lived realities of the women entrepreneurs in my study. Like them, I juggled multiple roles of motherhood, professional responsibilities, and doctoral research, often simultaneously. Yet I carried these roles with purpose and joy. This parallel strengthened my empathy for my participants and reinforced a key insight of my research: That scholarship is not separate from life, but profoundly shaped by it. Research, for me, became a lived practice rather than a purely academic exercise.”

Looking ahead, De Silva sees several possible paths.

“I am interested in continuing in academia, particularly in research related to women, empowerment, technology and entrepreneurship. At the same time, I would love to further develop ‘Empower Her’ with AI, as a real world platform that can support women entrepreneurs more directly. Ultimately, my goal is to remain at the intersection of research, practice and impact, whether through teaching, leadership, policy engagement or digital innovation,” says Thilini De Silva.

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Text: Åse Karlén