LEVERAGING MARKETING ACTIVITIES IN MICRO-ENTERPRISES TO DRIVE WOMEN'S EMPOWERMENT: A STRUCTURAL EQUATION ANALYSIS

Abstract This study investigates how women's participation in micro-enterprise marketing activities contributes to their empowerment. Researchers conducted a comprehensive review of literature on women's empowerment, micro-enterprises, social capital, and self-help groups, focusing on how marketing efforts can enhance women's roles in these enterprises. Primary data was collected through a self-administered, pre-tested questionnaire, targeting participants with at least three years of experience in micro-enterprise marketing activities. A multi-stage sampling strategy was employed to gather the necessary data. The conceptual framework for assessing women's empowerment through marketing activities in micro-enterprises includes three core variables. Research inquiries and hypotheses were formulated, and exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to validate the constructs. Structural equation modeling (SEM) was applied to evaluate the relationships among the variables. The results highlight that strengthening social capital through marketing networks increases women's control and independence in decision-making within their businesses. This emphasizes the role of marketing-related social networks in enhancing women's economic empowerment, particularly in the context of India's Kudumbashree program. The study provides valuable theoretical insights into how marketing activities, supported by social capital, can promote financial autonomy and enable women to make more independent social and economic choices.