Empowering women micro-entrepreneurs: Exploring the influence of gain-loss framing on social media practices and entrepreneurial growth mindset

This thesis unveils the intricate dynamics of gain-loss framing's impact on women micro-entrepreneurs, covering social media usage, attitudes towards technology, and entrepreneurial mindset. Amid global uncertainties, exacerbated by the recent pandemic, it explores behavioral nudges, entrepreneurial training, and technology adoption, providing insights for empowering marginalized groups. Chapter 1 reveals loss-framed nudges' effectiveness, fostering social media integration and addressing internal constraints. Chapter 2, drawing from the Technology Acceptance Model, emphasizes loss-framing in policy-making for technology adoption. Chapter 3 explores gain-loss framing's influence on entrepreneurial mindset and tangible outcomes. The thesis contributes to academic discourse and guides policymakers, educators, and organizations in fostering sustainable practices and economic empowerment for women micro-entrepreneurs.