Use of Social Media as a Business Tool by Women Vloggers

 

Dr. S. Poongodi1, Dr. P. Jayanthi2

1Assistant Professor, PG Department of Commerce-CA,

Nallamuthu Gounder Mahalingam College, Pollachi, Tamil Nadu, India.

2Assistant Professor, PG Department of Commerce-CA,

Nallamuthu Gounder Mahalingam College, Pollachi, Tamil Nadu, India.

*Corresponding Author E-mail: poongodimuruganantham@gmail.com,

 jayanthi.saraswathy@gmail.com

 

ABSTRACT:

Social media has become the backbone of modern communication, influencing everything from relationships to business. In the ever-evolving landscape of social media, women vloggers are emerging as powerful entrepreneurs. By employing the power of platforms like YouTube, Instagram and Facebook, these women are turning their passions in to profitable businesses and building loyal communities. Accordingly, it becomes necessary to study the use of social media as a business tool by women vloggers. Data for study have been collected from 185 women vloggers through issue of well-structured questionnaire by adopting convenience sampling technique. Simple Percentage, Weighted Average method and Chi-Square test has been used to analyze the data. The study reveals that majority of the women vloggers use social media as business tool for mental pleasure, economic benefit, to become popular, self respect, revenue, and for improving skills and confidence. It is found that area of residence, educational qualification, occupation, monthly income, hours spend on internet and usage of social media are found to be significant with the level of preference of women vloggers.

 

KEYWORDS: Social Media– Business-Preference – Women Vloggers.

 

 

INTRODUCTION:

The digital revolution has transformed the business landscape, and social media has emerged as a vital tool for entrepreneurs. Women vloggers have been at the forefront of this shift, utilizing platforms like YouTube, Instagram and TikTok to build influential brands, connect with global audiences and drive business growth.

 

This intersection of social media, entrepreneurship and women’s empowerment has created new opportunities for women vloggers to succeed in the digital landscape. With their unique blend of creativity, entrepreneurship, authenticity, women vloggers are redefining the boundaries of online success and inspiring a new generation of digital leaders. So, in this study an attempt has been made to examine the use of social media as a business tool by women vloggers.

 

REVIEW OF LITERATURE:

Vijayalaxmi RM Patil (2024) observed that Empowerment of women is essential for achieving sustainable development. The new strategies and initiatives must include various tools of social empowerment of women such as right and access to education, right to property, legal and institutional mechanism to help women in need, access to media. Bianka Mlodkowska (2019) found that Instabloggers and You Tubers are seen as a credible source of information and consumers find them trustworthy. Moreover, positive reviews on YouTube and pictures posted on Instagram affect consumers buying Decisions. Joanne Morreale (2014) found that, YouTube is media whereby everday user-generated content on YouTube becomes fodder for corporate media. At the same time YouTube is a business whose purpose is to generate profit. Premlata and Tanuja Jukariya (2018) find that media have a huge potential for the empowerment of women, however the overall use of this media by women is low. Economic self-sufficiency is necessary, though it is not a sufficient condition for empowerment of women.

 

STATEMENT OF THE PROBLEM:

In this digital era social media has evolved from a mere networking platform to a powerful business tool. Nowadays women vloggers are seizing the opportunity to take center stage with their creativity, experiences, authenticity and business savvy, these women are inspiring a new wave of female entrepreneurship and turning their passions in to profitable business. There are so much of women YouTube channels and the use of vlogs plays a special role in creating opinions and sharing information and which is aiding them in the financial as well as social life. So, this study is focused on participation of women in video vlogging at social media (You Tube, Instagram) as a career. In this context, here comes the question of, what is the preferred social media as a business tool by women vloggers? and what is the level of preference? To find the answers to the above raised questions following objectives have been framed.

 

OBJECTIVES OF THE STUDY:

·       To know the socio-economic profile of women vloggers

·       To identify the most preferred social media as a business tool by women vloggers

·       To determine the variables associated with level of preference

 

RESEARCH METHODOLOGY:

The present study is based on primary data. The data were collected from 185 women vloggers residing in Pollachi Taluk by issuing well-structured questionnaire. It contains questions relating to the socio-economic profile, and preference of social media. Convenience sampling method is adopted to select the sample women vloggers. Simple Percentage and Chi-Square test have been used to analyse the data.

 

FINDINGS:

The findings of the study are divided into four parts namely; Socio-economic profile, preference of social media, reason for selecting social media as channel for business tool, social media preferred by Women Vloggers and variables associated with level of preference on women vloggers are disclosed in the following paragraphs.

 

(i) Socio-Economic Profile of Women Vloggers:

·       Majority 154(83.2%) of the women vloggers are residing in rural area.

·       Majority 146(78.9%) of the women vloggers belong to the age group of 26- 35 years.

·       Majority 155(83.8%) of the women vloggers are unmarried

·       Majority 104(56.2%) of the women vloggers belong to nuclear family.

·       Most 87(47.0%) of the women vloggers are post graduates.

·       Majority 110(59.4%) of the women vloggers are home makers

·       Majority 118(63.8%) of the women vloggers Monthly family Income is Up to Rs.50,000.

·       Majority 147(79.5%) of the women vloggers Monthly income is Up to Rs.20,000.

·       Most 81(43.8%) of the women vloggers spend 3-4 Hours on internet

·       Majority 95(51.4%) of the women vloggers has two earning members in the family.

·       Most 81(43.7%) of the women vloggers came to know about social media by themselves.

·       Most 78(42.2%) of the women vloggers use social media as a Business Tool for less than a year.

 

(ii) Reason for Using Social Media as Business Tool:

The table below shows the classification of women Vloggers based on their purpose of using social media as business tool.

 

Table: 1 Reason for Using Social Media as Business Tool

Factors

Highly agree

Agree

Disagree

Mental Pleasure

66 (35.6%)

81 (43.7%)

38 (20.5%)

Economic Benefit

40 (21.6%)

108 (58.4%)

37 (20.0%)

To Become Popular

47 (25.4%)

82 (44.3%)

56 (30.3%)

Self Respect

44 (23.7%)

107 (57.8%)

34 (18.4%)

Revenue

46 (24.8%)

92 (49.7%)

47 (25.4%)

Improving Skills and Confidence

63 (34.1%)

97 (52.4%)

31 (16.7%)

 

Out of the 185 women Vloggers, 81(43.7%) are mental pleasure, 108(58.4%) are economic benefit, 82(44.3%) are to become popular, 107(57.8%) are self respect, 92(49.7%) are revenue, 97(52.4%) are improving skills and confidence.

Table: 2 Social Media Preferred by Women Vloggers-Weighted Average Rank

Social media

RANK

 

R1

R2

R3

R4

R5

R6

R7

R8

Total

Rank

Twitter

88

44

63

112

30

18

21

96

472

8

YouTube

36

58

66

124

70

72

182

104

712

2

Snapchat

35

96

123

100

30

42

63

96

585

7

Face book

45

56

63

100

45

48

98

264

719

1

Linked in

41

62

129

144

20

36

28

144

604

6

Instagram

35

66

90

84

50

216

70

64

675

3

Whatsapp

37

62

93

184

40

54

49

112

631

5

Pinterest

35

52

93

108

165

54

77

88

672

4

 

(iii) Social Media Preferred by Women Vloggers-Weighted Average Rank

The most preferred of women Vloggers that is face app, you tube, Instagram, Whatsapp, Pinterest, Linked in, Snapchat and Twitter satisfaction may vary from one person to another. To find out the most preferred social media channel of women Vloggers, Weighted average ranking has been applied.

 

It is inferred that women Vloggers ranks “Face book” as first followed by “YouTube”, “Instagram”, “Pinterest”, “Whatsapp”, “Linked in”, “Snapchat” and the least rank is given to “Twitter”.

 

(iv) Variables Associated with Level of Preference of Women Vloggers

In order to find out the association between the selected variables namely area of residence, age, marital status, type of family, educational qualification, occupation, monthly income, family income, number of earning members in the family, hours spend on internet, source of information and usage of social media and level of preference of women Vloggers. Chi-square test has been made use of. Level of significance is five percent.

 

Table-3: Variables Associated with Level of Preference of Women Vloggers

Variables

Calculated Chi-Square Value

D.f

Table Value @ 5% Level

Area of residence

7.348*

2

5.991

Age

2.060

4

9.488

Marital Status

1.101

2

5.991

Type of Family

2.603

2

5.991

Educational Qualification

12.321*

4

9.488

Occupation

13.725*

8

15.507

Monthly Income

15.746*

6

12.592

Family Income

11.082

6

12.592

Number of Earning Members in the Family

4.874

4

9.488

Hours Spend on internet

10.760*

4

9.488

Source of Information

7.280

6

12.592

Usage of social media

13.775*

6

12.592

 

The above table discloses that out of twelve variables selected, six factors namely area of residence, educational qualification, occupation, monthly income, hours spend on internet and usage of social media are found to be significant with the level of preference of women vloggers at five percent level.

 

SUGGESTIONS:

·       Budding women vloggers can focus on developing a robust content strategy that showcases their unique voice and expertise.

·       They can collaborate with company brands so that they can expand their reach and attract new viewers to their channel.

·       Women vloggers may engage with their viewers through comments, messages and live streams are crucial for building a loyal community.

 

CONCLUSION:

Vlogging has become popular among young women’s as source of earning income as well as symbol of social status. Vloggers have a great potential because it provides them an option to take care of their home as well as to manage their work. The success of women vloggers on social media underscores the vast potential for women entrepreneurs to thrive in the digital economy. As social media continues to shape the business landscape, it is essential to recognize and support the contributions of women vloggers, who are paving the way for future generations of women entrepreneurs.

 

REFERENCES:

1.        Bianka Mlodkowska.  Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour.  Journal of Marketing and Consumer Behaviour in Emerging Markets.  2019; 1(9): 4-13.

2.        Joanne Morreale. From homemade to store bought: Annoying Orange and the Professionalization of You Tube. Journal of Consumer Culture. 2019; 14(1): https://doi.org/10.1177/1469540513505608.

3.        Premlata and Tanuja Jukariya. Role of Media in Empowering Women.  Current Microbiology and Applied Sciences. 2018; 7(4): 1618-1623.

4.        Vijayalaxmi RM Patil. A Study on Role of Media in Women ‘s Empowerment. International Journal of Creative Research Thoughts.  2024; 12(3): b862-b866.

 

 

Received on 15.07.2025      Revised on 19.08.2025

Accepted on 18.09.2025      Published on 07.11.2025

Available online from November 20, 2025

Res. J. of Humanities and Social Sciences. 2025;16(4):323-325.

DOI: 10.52711/2321-5828.2025.00053

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