Impact Of Social Media And E-Commerce Platforms On The Growth Of Homepreneurs In Kerala

Abstract

The study titled “Impact of Social Media and E-Commerce Platforms on the Growth of Homepreneurs in Kerala” examines how digital platforms contribute to the development and success of home-based entrepreneurs in the state. In today’s digital era, social media and e-commerce have transformed the way small businesses operate by providing cost-effective marketing, wider customer reach, and convenient sales channels. The study focuses on 110 homepreneurs across different districts of Kerala, using a descriptive and analytical research design. Data were collected through structured questionnaires and analyzed using statistical tools such as T-test, ANOVA, correlation, and regression analysis.

            The findings reveal that social media plays a crucial role in enhancing product visibility, customer engagement, and sales growth, while e-commerce platforms significantly improve market access and profitability. A strong positive correlation was found between the frequency of e-commerce usage and business growth. However, challenges such as technical difficulties, lack of digital marketing skills, and limited time hinder optimal utilization of these platforms. The study concludes that social media and e-commerce serve as powerful enablers for entrepreneurial empowerment, especially among women, and recommends skill development, infrastructure enhancement, and institutional support to strengthen the digital entrepreneurial ecosystem in Kerala.