Social media and women’s financial empowerment in the digital economy era in Tanzania

For generations, women in Tanzania have been undermined economically despite efforts from the government, educational institutions, and non-governmental organizations. Besides all of them, the growth of digital communication is emerging, inseparable from transforming women’s empowerment economically, politically, and socially. However, how social media has empowered women financially as an aspect of economic empowerment remains understudied in Tanzania. This study assesses the role of social media in the digital economy to realize its contribution to women’s financial empowerment. Specifically, the study assesses the financial activities of women’s support groups through social media, examines how social media offer economic opportunities to women’s support groups and identify the challenges associated with social media women’s support groups. This study is qualitatively designed and employs in-depth interviews with leaders of women’s support groups in the city of Dodoma. The findings highlight the benefits of WhatsApp social media as a platform for digital economic practices, specifically in enhancing the performance of financial activities. The results also revealed a lack of binding principles among women’s support groups, making them fragile and affecting their growth and sustainability. The study recommends establishing government regulations that bind members who decide to help each other through social media sites. This practice ensures the sustainability of women’s financial groups and avoids online fraud thus, promote women’s financial empowerment and participation in the digital economy in Tanzania.