Impact of Digital Marketing on Women Entrepreneurship: A Systematic Literature Review and Meta-Analysis

Mamatha Gnanakumar

doi:10.36948/ijfmr.2026.v08i03.80525

Impact of Digital Marketing on Women Entrepreneurship: A Systematic Literature Review and Meta-Analysis

Author(s)	Ms. Mamatha Gnanakumar
Country	India
Abstract	This paper presents a Systematic Literature Review (SLR) and meta-analytical synthesis of empirical research examining the impact of digital marketing, specifically social media marketing (SMM) on the business performance of women entrepreneurs. Following PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines for study identification, screening, eligibility assessment, and inclusion, five primary empirical studies published between 2021 and 2025 were identified as meeting full inclusion criteria. These studies collectively span four countries (India, Spain, Indonesia, and a multi-regional study), include a combined sample of N = 744 women entrepreneurs, and employ quantitative methods including regression analysis, path modelling, and correlation analysis. Effect sizes were extracted or conservatively estimated from reported regression coefficients and path coefficients and converted to Pearson r for comparability. A random-effects meta-analysis using the DerSimonian-Laird estimator was performed on Fisher's z-transformed effect sizes, weighted by inverse variance. The pooled effect size is rₜₑ = 0.367 (95% CI [0.279, 0.448], Z = 7.69, p < .001), representing a medium effect (Cohen, 1988). Heterogeneity is moderate (I² = 44.3%, Q = 7.182, df = 4, p = .127), suggesting meaningful between-study variation warranting moderator analysis. A geographic moderator analysis reveals that South Asian studies yield the largest pooled effects (r = 0.444, k = 2), followed by Southeast Asia (r = 0.330, k = 1) and Europe (r = 0.300, k = 2), indicating that contextual factors significantly shape the SMM-performance relationship. The Fail-safe N analysis identifies a potential publication bias risk given the small number of qualifying studies, underscoring the need for further primary research. Qualitative synthesis of the SLR additionally identifies five consistent thematic findings across the literature: (1) SMM frequency positively predicts business growth; (2) multi-platform presence amplifies performance outcomes; (3) customer engagement mediates or moderates the SMM-performance link; (4) human capital (education, digital literacy) moderates the relationship; and (5) structural and cultural barriers constrain digital marketing effectiveness especially in developing economies. The paper concludes with a structured research agenda and policy recommendations grounded in empirical evidence.
Keywords	Digital marketing, women entrepreneurship, social media marketing, business performance, systematic review
Field	Business Administration
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-06-06
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.80525

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Impact of Digital Marketing on Women Entrepreneurship: A Systematic Literature Review and Meta-Analysis

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