#SOCIALWOMAN : the impact of social media on female empowerment

Abstract

Female Empowerment on social media is on the rise due to the simple yet viral circulation of information that social media platforms provide within their social networks. Women’s movements have been making use of social media to raise awareness but it seems that more industries are involving themselves in the digital revolution and there has been a great shift in marketing strategies. This study aims to discover Maltese women’s use of social media and how social media has participated Female Empowerment. The data collection follows a triangulated design where quantitative and qualitative data were collected independently and both results were combined for interpretation and conclusions. Conclusions made from this study were that effective social media campaigns were those that managed to identify with real women and make them feel good about themselves. On the other hand many females felt negatively judged for posting empowering content on their personal platforms. The tools are not neutral therefore successful Female Empowerment on social media highly depends on the digital literacy to use it in a strategic manner.