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@article{190388,
        author = {Monika Prajapati and Kanak Halder and Abhishek Roy and Akash Kumar},
        title = {Role of Social Media in Brand Positioning and Market Visibility of Women-Led MSMEs},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {882-887},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190388},
        abstract = {Women-led Micro, Small and Medium Enterprises (MSMEs) play a crucial role in inclusive economic development; however, these enterprises often face persistent challenges related to brand positioning and market visibility. Limited financial resources, restricted access to traditional marketing channels, and lack of structured branding strategies significantly affect their competitive presence in the market. In this context, social media has emerged as a cost-effective and accessible platform for brand communication and customer engagement.
The present study aims to examine the role of social media in enhancing brand visibility of women-led MSMEs and to identify the challenges that limit its effective use for brand positioning. The study adopts a descriptive research design and is based on primary data collected from 120 women entrepreneurs using a structured questionnaire administered through Google Forms. A 5-point Likert scale was used, and data was analyzed using percentage analysis and tabular representation in MS Excel.
The findings reveal that over 75% of respondents perceive social media as an effective tool for improving brand visibility and entrepreneurial confidence. However, challenges such as lack of digital marketing skills, time constraints, and inconsistent content strategies hinder optimal brand positioning. The study concludes that while social media offers significant branding opportunities for women-led MSMEs, structured strategies and skill development are essential for sustainable market visibility.},
        keywords = {Women entrepreneurship, brand positioning, social media marketing, market visibility, MSMEs},
        month = {January},
        }