author(s)
Sonia Laskar and HR Laskar

abstract
Social media has become an essential marketing tool in the modern digital age, particularly for women entrepreneurs looking for low-cost business growth opportunities. This study examines the frequency and significance of social media marketing among women entrepreneurs in Guwahati, Assam. Understanding current usage trends and evaluating the impact of social media involvement on business sales are the goals of the study. A random sample of 215 female entrepreneurs was given a structured questionnaire; 143 of them actively utilise Facebook, Instagram, WhatsApp, and other social media platforms for marketing. Quantitative data were analysed using ANOVA and chi-square tests to evaluate the relationship between hours and years of social media use and business sales, as well as the association between platform-specific frequency and sales performance. According to the findings, WhatsApp is the most popular app, with Instagram and Facebook coming in second and third. Sales promotion and customer engagement are the main activities on social media, where a sizable percentage of respondents spend 6 to 9 hours per day. The length and intensity of social media use are positively correlated with better sales results, according to statistical research. In a developing economy, the study offers important regional insights into how women entrepreneurs use digital tools to succeed in their businesses. The implications suggest that targeted support for social media tactics can improve the sustainability and performance of entrepreneurs. This study is important because it fills in big gaps in previous research about geography, gender-specific experiences, and platform-specific participation. It does this by combining data from the field with a thorough review of the literature. It offers a sophisticated comprehension of women entrepreneurs' digital marketing strategies, laying the groundwork for upcoming interventions and legislative initiatives.