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Digital Marketing Effectiveness of Wowmen Group Towards Gender Equity Awareness

Puspita Sari, Andrie; Karunanayake, Geetha


Andrie Puspita Sari

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Dr Geetha Karunanayake
Lecturer in Marketing, Management and Business Strategy. Global MBA Programme Director


This study seeks to investigate digital marketing effectiveness of social media platforms and how it links to gender equity awareness. Focusing on Wowmen Group (a women’s social media platform), the research aims to uncover Wowmen Group’s perception of gender equity and the awareness of their audience towards the issue. This study uses interpretive research and uses mixed methods both qualitative and quantitative approaches. The methodology will focus on the use of interviews and questionnaires to examine the issue area, which are developed from the interpretivism approach. This study also utilizes an inductive approach that begins with observations and ends as the research process concludes. Nowadays, society is very supportive about gender equity and gender equality. By using digital marketing, Wowmen Group can spread a bigger impact about gender equity. Wowmen Group have brought a big impact on inspiring people to take bigger steps forward. Thus, gender equity has been an issue in society that is slowly and steadily being addressed. Customers of Wowmen Group feel that the activities of Wowmen Group satisfy their needs on education of gender equity. These customers have several suggestions for Wowmen Group so that they can grow further in spreading gender equity awareness in their community.


Puspita Sari, A., & Karunanayake, G. (2022). Digital Marketing Effectiveness of Wowmen Group Towards Gender Equity Awareness. International Journal of Business and Technology Management, 4(3), 202-216

Journal Article Type Article
Acceptance Date Oct 1, 2022
Online Publication Date Oct 1, 2022
Publication Date Sep 1, 2022
Deposit Date Jan 4, 2024
Publicly Available Date Jan 5, 2024
Journal International Journal of Business and Technology Management
Peer Reviewed Peer Reviewed
Volume 4
Issue 3
Pages 202-216
Keywords Digital marketing effectiveness; Social media; Gender equity
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Published article (307 Kb)

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