Abstract:
"
Social media and mobile marketing are key areas in digital marketing utilized by businesses to
achieve their objectives. With the advancement of technology, the opportunities of social media
and mobile marketing are empowering women to follow an entrepreneurial path. Through
surveys and semi-structured interviews, the author explores that, Sri Lankan women
entrepreneurs who represent the fashion industry excel at seeing and taking advantage of social
media and mobile marketing opportunities such as brand development, market awareness and
low barriers to entry, by proving the technological based opportunity theory of
entrepreneurship. The finding suggests that the technological opportunities of social media and
mobile marketing are in fact key drivers for women entrepreneurship in the context of the
fashion industry in Sri Lanka"
