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ISSN: 2806-5697
Vol. 7 – Núm. E1 / 2026
pág. 335
Tecnologías de la Información y Comunicación como
Catalizadoras del Desarrollo Emprendedor y el Liderazgo
Femenino en Contextos Sociales Vulnerables en Ecuador
Information and Communication Technologies as Catalysts for Business
Development and Female Leadership in Social Sectors in Ecuador
Tecnologias da informação e comunicação como catalisadoras do
desenvolvimento empresarial e da liderança feminina nos setores sociais no
Equador
Guillín-Llanos, Ximena Minshely
Universidad Técnica Estatal de Quevedo
xguillin@uteq.edu.ec
https://orcid.org/0000-0002-7317-5990
Landaburu-Mendoza, Jimmy Rafael
Universidad Técnica Estatal de Quevedo
jlandaburu@uteq.edu.ec
https://orcid.org/0000-0002-0327-343X
Macías-Véliz, José Nolberto
Universidad Técnica Estatal de Quevedo
jnmacias@uteq.edu.ec
https://orcid.org/0000-0001-9312-7331
Morales-Intriago, Fátima Lourdes
Universidad Técnica Estatal de Quevedo
fmoralesi@uteq.edu.ec
https://orcid.org/0000-0002-1351-26X
DOI / URL: https://doi.org/10.55813/gaea/ccri/v7/nE1/1293
Como citar:
Guillín-Llanos, X. M., Landaburu-Mendoza, J. R., Macías-Véliz, J. N., & Morales-Intriago, F.
L. (2026). Tecnologías de la Información y Comunicación como Catalizadoras del Desarrollo
Emprendedor y el Liderazgo Femenino en Contextos Sociales Vulnerables en Ecuador. Código
Científico Revista De Investigación, 7(E1), 335–362.
Recibido: 20/02/2026 Aceptado: 04/03/2026 Publicado: 31/03/2026
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Resumen
socioeconómico de las mujeres. Sin embargo, existe evidencia empírica limitada sobre cómo
la adopción de TIC fortalece simultáneamente las competencias emprendedoras y las
capacidades de liderazgo en contextos vulnerables de países en desarrollo como Ecuador. Este
estudio analiza la contribución del uso de TIC al desarrollo de habilidades emprendedoras y
liderazgo en mujeres emprendedoras de comunidades socialmente vulnerables de la provincia
de Los Ríos. La investigación se realizó en zonas urbanas y rurales caracterizadas por limitada
infraestructura digital, alta vulnerabilidad socioeconómica y predominio de negocios
informales liderados por mujeres que enfrentan barreras de acceso a mercados, financiamiento
y recursos tecnológicos. Se empleó un enfoque mixto de tipo explicativo–descriptivo. Los
datos cuantitativos se obtuvieron mediante una encuesta aplicada a 300 mujeres
emprendedoras, complementada con entrevistas semiestructuradas a emprendedoras
digitalmente activas, especialistas en TIC y actores del desarrollo local. Los resultados
muestran que las TIC actúan como habilitadores multidimensionales que fortalecen el
marketing digital, mejoran la gestión financiera y aumentan la autonomía en la toma de
decisiones. Además, contribuyen al empoderamiento psicológico, reflejado en mayor
autoconfianza y participación en entornos digitales. No obstante, estos beneficios están
condicionados por barreras estructurales y socioculturales, como los costos de conectividad,
las limitadas habilidades digitales y el temor a la exposición en línea. El estudio resalta la
importancia de políticas de inclusión digital, expansión de infraestructura y programas de
capacitación para impulsar el emprendimiento digital y el liderazgo femenino.
Palabras clave: empoderamiento digital; emprendimiento femenino; capital social digital;
adopción de tic; inclusión digital; vulnerabilidad socioeconómica; economías en desarrollo.
Abstract
Information and Communication Technologies (ICTs) have become important drivers of
inclusive entrepreneurship and tools for advancing women’s socioeconomic empowerment.
Nevertheless, limited empirical evidence exists on how ICT adoption simultaneously
strengthens entrepreneurial competencies and leadership capacities in vulnerable contexts of
developing countries such as Ecuador. This study examines the contribution of ICT use to the
development of entrepreneurial skills and leadership among women entrepreneurs in socially
vulnerable communities in Los Ríos Province. The research was conducted in urban and rural
areas characterized by limited digital infrastructure, high socioeconomic vulnerability, and a
predominance of informal female-led businesses facing barriers to markets, financing, and
technological resources. An explanatory–descriptive mixed-methods approach was applied.
Quantitative data were obtained through a survey of 300 women entrepreneurs, complemented
by semi-structured interviews with digitally active entrepreneurs, ICT specialists, and local
development stakeholders. The findings indicate that ICTs function as multidimensional
enablers that strengthen digital marketing practices, improve financial management, and
enhance autonomy in business decision-making. ICT adoption also contributes to
psychological empowerment, reflected in increased self-confidence and participation in digital
environments. However, these benefits remain conditioned by structural and sociocultural
barriers, including connectivity costs, limited digital skills, and concerns about online
exposure. The study highlights the importance of inclusive digital policies, infrastructure
development, and targeted training to support sustainable digital entrepreneurship and female
leadership.
Keywords: digital empowerment; women entrepreneurship; digital social capital; ict adoption;
digital inclusion; socio-economic vulnerability; developing economies.
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Resumo
As Tecnologias da Informação e Comunicação (TIC) tornaram-se importantes motores do
empreendedorismo inclusivo e ferramentas fundamentais para o empoderamento
socioeconómico das mulheres. No entanto, há pouca evidência empírica sobre como a adoção
das TIC fortalece simultaneamente as competências empreendedoras e as capacidades de
liderança em contextos vulneráveis de países em desenvolvimento como o Equador. Este
estudo analisa a contribuição do uso das TIC para o desenvolvimento de competências
empreendedoras e de liderança em mulheres empreendedoras de comunidades socialmente
vulneráveis da província de Los Ríos. A investigação foi realizada em zonas urbanas e rurais
caracterizadas por infraestruturas digitais limitadas, elevada vulnerabilidade socioeconómica e
predominância de negócios informais liderados por mulheres que enfrentam barreiras de acesso
a mercados, financiamento e recursos tecnológicos. Foi utilizada uma abordagem mista de tipo
explicativo-descritivo. Os dados quantitativos foram obtidos por meio de uma pesquisa
aplicada a 300 mulheres empreendedoras, complementada com entrevistas semiestruturadas a
empreendedoras digitalmente ativas, especialistas em TIC e atores do desenvolvimento local.
Os resultados mostram que as TIC atuam como facilitadores multidimensionais que fortalecem
o marketing digital, melhoram a gestão financeira e aumentam a autonomia na tomada de
decisões. Além disso, contribuem para o empoderamento psicológico, refletido em maior
autoconfiança e participação em ambientes digitais. No entanto, esses benefícios são
condicionados por barreiras estruturais e socioculturais, como os custos de conectividade, as
habilidades digitais limitadas e o medo da exposição online. O estudo destaca a importância
das políticas de inclusão digital, expansão da infraestrutura e programas de capacitação para
impulsionar o empreendedorismo digital e a liderança feminina.
Palavras-chave: capacitação digital; empreendedorismo feminino; capital social digital;
adoção das TIC; inclusão digital; vulnerabilidade socioeconómica; economias em
desenvolvimento.
Introduction
Information and Communication Technologies (ICTs) have reshaped entrepreneurial
ecosystems by lowering barriers to market entry, expanding access to information, and
enabling new forms of economic and social interaction. These transformations are particularly
significant for women entrepreneurs in developing and emerging economies, where structural
inequalities, limited financial access, and mobility restrictions continue to constrain business
opportunities (Nafees et al., 2025). Within this context, ICTs are frequently framed as
instruments capable of promoting economic inclusion, autonomy, and leadership among
women entrepreneurs (Singh, 2024). However, growing evidence suggests that technological
access alone is insufficient to generate meaningful empowerment.
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Recent scholarship emphasizes that the developmental impact of ICT adoption depends
on how digital technologies interact with existing social, institutional, and cultural structures.
Consequently, digital inclusion must be understood not merely as technological connectivity
but as a multidimensional process involving capabilities, agency, and access to networks of
opportunity. This perspective has become increasingly relevant as digital transformation
occupies a central place in global policy agendas related to sustainable economic development
and gender equality (Mpofu, 2023).
In Ecuador, women entrepreneurs play a fundamental role in sustaining household
economies and supporting local production systems, particularly in rural and semi-urban areas
where informal economic activity is prevalent (Memanova et al., 2025). Despite their economic
contribution, these entrepreneurs often operate in environments characterized by infrastructural
limitations, institutional fragility, and restricted access to technological resources. The
province of Los Ríos illustrates this intersection of gendered and territorial inequality, as its
economy remains heavily dependent on agriculture while facing persistent poverty and limited
technological infrastructure (Jaramillo Lizana, 2024).
Within such contexts, women operating micro and small enterprises frequently
experience layered forms of exclusion. They remain marginal to formal economic systems
while simultaneously encountering barriers to participation in digital markets and online
business ecosystems (Rani et al., 2022). Nonetheless, recent initiatives promoted by
governments, development organizations, and community actors have begun to position ICT
adoption as a pathway for entrepreneurial development and social inclusion (Nkonoki, 2025).
These initiatives increasingly focus not only on digital literacy but also on the strategic use of
digital tools to strengthen business management, expand market reach, and enhance leadership
capacities (Lauring et al., 2025).
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Against this backdrop, the present study forms part of a broader research agenda
examining digital inclusion and women’s empowerment in Ecuador. While earlier research
phases explored patterns of ICT access and usage, the current study advances the discussion
by investigating how the strategic use of ICTs contributes to the development of entrepreneurial
competencies and leadership capacities among women entrepreneurs operating in vulnerable
contexts.
This perspective responds to a persistent gap in the literature. Much of the existing
research on ICT adoption in entrepreneurship remains focused on descriptive indicators such
as access, connectivity, or frequency of use. Such approaches provide valuable insights but
often overlook the ways in which digital technologies reshape agency, confidence, and
leadership within marginalized groups. This limitation is particularly evident in studies
conducted in the Global South, where entrepreneurship is strongly shaped by socio-cultural
norms, informal economic structures, and institutional constraints.
The present study therefore adopts a broader analytical perspective by examining ICT
adoption as an empowerment process rather than a purely technological outcome. In doing so,
it connects digital capabilities with entrepreneurial agency, self-efficacy, and leadership
development. This approach contributes to ongoing debates on digital entrepreneurship,
women’s empowerment, and social capital by demonstrating how technology-mediated
learning, networking, and interaction can influence both business performance and leadership
trajectories in marginalized communities.
The study also provides relevant practical contributions. Understanding how women
entrepreneurs engage with ICTs can help policymakers, development agencies, and program
designers develop more effective digital inclusion strategies. Rather than focusing exclusively
on technological access, these initiatives must consider how infrastructure, training,
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institutional support, and socio-cultural conditions shape the capacity of women to transform
digital tools into sustainable entrepreneurial opportunities.
Methodologically, the research advances existing literature through an integrated
mixed-methods design that combines quantitative evidence on ICT use and entrepreneurial
outcomes with qualitative insights derived from the experiences of women entrepreneurs and
key ecosystem actors. This approach allows for a more comprehensive understanding of
empowerment as a dynamic process shaped by digital practices, social capital formation, and
contextual constraints.
Ultimately, the study contributes new empirical evidence from rural and semi-urban
areas of Ecuador—contexts that remain significantly underrepresented in international research
on digital entrepreneurship. By linking ICT adoption to behavioural change, confidence
building, and the emergence of leadership among women entrepreneurs, the research extends
existing theoretical perspectives on digital inclusion in emerging economies.
The study is guided by the following research questions:
• What role does the use of ICTs play in the development of entrepreneurial capacities
among women entrepreneurs in vulnerable social contexts?
• How does ICT adoption contribute to the development of leadership abilities and self-
efficacy among these entrepreneurs?
• Which socio-cultural, institutional, and economic factors mediate the relationship
between ICT use and entrepreneurial empowerment in rural and semi-urban settings?
Literature Review
Women’s Entrepreneurship in Vulnerable and Social Economy Contexts
Women’s entrepreneurship plays a crucial role in promoting economic survival and
social inclusion in developing and emerging economies, particularly within informal and
vulnerable sectors (Shet et al., 2024). In Latin America, women-led enterprises are frequently
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embedded within the social economy, where entrepreneurial activity is shaped not only by
profit motives but also by household sustainability, community resilience, and social value
creation (Ramos Farroñán et al., 2024; Sharma, 2024). Despite these contributions, women
entrepreneurs continue to face structural constraints including limited access to finance,
informality, restricted mobility, and weak institutional support (Martins et al., 2024).
In Ecuador, these barriers intersect with territorial inequalities that affect rural and semi-
rural regions more severely (Torres-Díaz et al., 2025). Provinces such as Los Ríos illustrate
this dynamic, as local economies remain strongly dependent on agriculture while experiencing
persistent poverty and limited infrastructure (Jaramillo Lizana, 2024). Within this context,
women entrepreneurs typically operate small-scale or informal businesses with restricted
access to markets and capital (Rueda Torres, 2025). Research suggests that this intersection
between gender inequality and spatial marginalization significantly limits business growth and
reinforces economic vulnerability (Osunmuyiwa & Ahlborg, 2022). Understanding how
women entrepreneurs can overcome these constraints therefore remains a central concern for
both scholars and policymakers.
ICTs and Digital Entrepreneurship: Beyond Access
ICTs are increasingly recognized as tools capable of lowering barriers to
entrepreneurship and facilitating participation in broader markets (Ameen et al., 2023). Early
research on digital entrepreneurship primarily focused on infrastructure and technological
access, assuming that internet connectivity and device availability would naturally lead to
economic participation (Seuwou, 2025). However, this perspective has been widely questioned
in recent scholarship.
Contemporary studies emphasize that digital inequality extends beyond access and
includes disparities in skills, usage patterns, and outcomes derived from technology use. These
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differences are conceptualized as second- and third-level digital divides, which highlight
variations in digital capabilities and the benefits obtained from ICT adoption (GBADEBO,
2025). Such divides are particularly relevant for women entrepreneurs in vulnerable contexts.
Although access to social media and communication platforms has expanded, the ability to
strategically use ICTs for marketing, financial management, and business growth remains
uneven (Khanom, 2023). Consequently, research increasingly focuses on how digital
technologies are used rather than simply whether they are available.
ICTs, Entrepreneurial Skills, and Human Capital Development
From a human capital perspective, ICTs can enhance entrepreneurial performance by
facilitating knowledge acquisition, improving managerial capabilities, and expanding learning
opportunities. Digital platforms enable women entrepreneurs to access tutorials, training
resources, and peer communities that support both formal and informal learning processes
(Bangun et al., 2022). Empirical studies show that ICT use can strengthen digital marketing
practices, customer relationship management, and financial record-keeping, particularly
among microentrepreneurs with limited formal education.
Nevertheless, the relationship between ICT use and skill development is not automatic
(Weber & Greiff, 2023). The capacity to transform digital technologies into productive
resources depends on contextual factors such as education, time availability, and institutional
support (Ateş et al., 2025). In rural environments, these challenges are often intensified by
gendered responsibilities related to unpaid care work, which restrict the time available for
digital learning and business development. As a result, the benefits of ICT adoption vary
significantly across social and geographic contexts.
Self-Efficacy, Digital Confidence, and Entrepreneurial Behaviour
Self-efficacy theory provides an important lens for understanding how ICT adoption
influences entrepreneurial behaviour (Arifin et al., 2023). According to Bandura (1997),
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individuals’ beliefs about their abilities shape motivation, persistence, and their willingness to
engage in challenging activities (Calicchio, 2023). Within women’s entrepreneurship, digital
self-efficacy has emerged as a critical determinant of technology adoption and innovative
business practices (Abdelwahed et al., 2025).
Research indicates that repeated successful interactions with digital tools generate
mastery experiences that strengthen confidence and reduce technological anxiety (Nilufar,
2024). Higher levels of digital self-efficacy have been linked to greater autonomy in decision-
making, stronger entrepreneurial intentions, and increased risk tolerance (Al-Ayed & Alateeg,
2025). However, in rural and conservative contexts, digital confidence may remain constrained
by socio-cultural expectations and concerns about online exposure or harassment (Fatima,
2024). These dynamics suggest that psychological empowerment constitutes a crucial yet often
overlooked dimension of digital inclusion.
Social Capital, Digital Networks, and Leadership Emergence
Social capital theory further enriches the analysis by emphasizing the value derived
from participation in networks and social relationships (Li et al., 2024). Granovetter’s (1973)
concept of weak ties illustrates how broader networks provide access to new information,
opportunities, and resources (Aral & Dhillon, 2023). ICTs significantly expand these
possibilities by enabling women entrepreneurs to connect with customers, suppliers,
institutions, and other entrepreneurs beyond their immediate geographic environments.
Recent research shows that digital social capital contributes not only to improved
economic performance but also to leadership development and social recognition (Borah et al.,
2022). Through online interaction and visibility, women entrepreneurs can build credibility,
exchange knowledge, and assume informal leadership roles within their communities (Warioba
& Babune, 2025). These forms of leadership often reflect collaborative and community-
oriented approaches typical of the social economy (Kohman, 2022). However, unequal access
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to connectivity and digital skills may limit participation in digital networks, reinforcing existing
inequalities (Helsper, 2021). Therefore, the leadership potential of ICTs depends on both
technological access and relational capacities.
Research Gaps and Conceptual Contribution
Despite the growing body of literature on ICT-enabled entrepreneurship, several gaps
remain. Empirical research focusing on rural and semi-rural contexts in the Global South is
still limited, as most studies concentrate on urban or technologically advanced environments.
In addition, many studies conceptualize empowerment as a static outcome rather than a
dynamic process and provide limited explanation of how ICT use shapes entrepreneurial skills,
self-efficacy, and leadership.
This study addresses these limitations by integrating self-efficacy theory and social
capital theory within a mixed-methods framework. The research examines how ICT use
contributes to the development of entrepreneurial capabilities and leadership among women
entrepreneurs operating in vulnerable contexts in Ecuador. By moving beyond access-centered
approaches, the study advances a more comprehensive understanding of digital empowerment
and provides context-sensitive evidence that contributes to both theoretical debates and policy
discussions.
Methodology
Research Design
This study adopted a mixed-methods explanatory–descriptive design based on the
sequential explanatory approach proposed by Creswell and Plano Clark (2018). Mixed-
methods research integrates quantitative and qualitative techniques to provide a more
comprehensive understanding of complex social phenomena. In this design, quantitative
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analysis is conducted first to identify patterns and relationships, while qualitative inquiry is
used to explain and interpret the underlying processes.
This approach is particularly appropriate for examining digital empowerment among
women entrepreneurs because the phenomenon involves technological, social, and
psychological dimensions. The study represents the second phase of a broader research project
on digital inclusion and women’s entrepreneurship in Ecuador. While the first phase focused
on ICT access and usage patterns, the present phase explores how ICT use contributes to the
development of entrepreneurial skills, self-efficacy, and leadership among women in
vulnerable contexts.
Quantitative Phase: Secondary Data Analysis
The quantitative phase consisted of the reanalysis of a dataset collected during the first
stage of the project. The data include responses from 300 women entrepreneurs operating in
socially and economically vulnerable sectors in the cantons of Quevedo, El Empalme, and
Ventanas in Los Ríos Province. These territories were selected because of their high levels of
informal economic activity, poverty, and gender-related digital inequalities.
Participants were selected through purposive non-probability sampling and included
women who owned or managed microenterprises and had some exposure to ICTs such as
smartphones, messaging applications, or social media platforms. The survey examined the
frequency and types of ICT use, business skill development, and perceptions of autonomy in
decision-making. Descriptive statistics, including frequency distributions and cross-
tabulations, were used to identify patterns of ICT adoption and perceived impacts, which also
informed the development of the qualitative phase of the study.
The table with the summary of the quantitative data and the main variables is presented
below:
Table 1
Summary of Quantitative Variables: Measurement, Description, Scale, and Source
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Variable
Measurement
Description
Scale / Type
Source
ICT Usage
Frequency & Type
Use of social media,
messaging apps, and
digital payments
Ordinal /
Categorical
Survey
Entrepreneurial Skills
Marketing, Customer
Mgmt., Finance
Perceived
improvement due to
ICT
Likert scale 1–5
Survey
Self-Efficacy
Decision-making &
confidence
Confidence in
managing business
tasks
Likert scale 1–5
Survey
Leadership
Community
engagement &
visibility
Perceived leadership
within the
community
Likert scale 1–5
Survey
Note: (Authors, 2026).
Qualitative Phase: Semi-Structured Interviews
The qualitative phase was conducted to contextualize the quantitative findings and
explore how ICT use contributes to entrepreneurial learning and leadership development.
Semi-structured interviews were carried out with four key actors from the local entrepreneurial
ecosystem: two women entrepreneurs with high levels of digital engagement, a local digital
influencer who promotes social media use and digital literacy among women entrepreneurs, an
ICT specialist from the State Technical University of Quevedo, and a government
representative involved in public support programs. Participants were selected through
purposive sampling to ensure information-rich perspectives related to ICT adoption,
leadership, and institutional support. Interviews lasted between 60 and 90 minutes and followed
a flexible protocol that explored experiences with digital learning, the role of ICTs in business
practices and leadership, barriers to adoption—including emotional, cultural, and structural
factors—and perceptions of existing policies and support mechanisms.
To be clear, a table describing the participants of the interviews and the positions they
hold is presented below:
Table 2
Participant Profiles: Categories, Roles, Expertise, and Relevance to the Study
Participant
Category
Role / Expertise
Relevance to Study
P1
Woman
entrepreneur
Microenterprise
owner
High digital engagement and community
visibility
P2
Woman
entrepreneur
Microenterprise
owner
Digital adopter, experience in informal
networks
P3
Digital influencer
Social media coach
Promotes women’s entrepreneurship online
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P4
ICT specialist
University faculty
Technical and educational support for ICT
literacy
P5
MIES representative
Policy officer
Institutional perspective on support programs
Note: (Authors, 2026).
Data Analysis Procedures
Qualitative data were analysed using thematic analysis following the six-step approach
proposed by Braun and Clarke (2006). The process included data familiarisation, open coding
to identify relevant concepts related to empowerment, entrepreneurial skills, and leadership,
and axial coding to group these codes into broader analytical categories aligned with the study’s
conceptual framework. The resulting themes were reviewed and refined to ensure coherence
and analytical relevance.
To strengthen analytical rigour, the study compared perspectives from different
participants, including entrepreneurs, digital influencers, ICT specialists, and policy
representatives. Qualitative findings were triangulated with quantitative trends related to ICT
use and skill development, while contradictions and divergent views were also considered to
identify contextual factors influencing empowerment outcomes.
Ethical Considerations and Research Quality
The study followed internationally accepted ethical standards for social research.
Participants provided informed consent, anonymity was guaranteed, and they were free to
withdraw from the study at any time. Several strategies were applied to enhance research
quality, including methodological triangulation combining quantitative and qualitative data.
The analysis was guided by the theoretical frameworks of self-efficacy and social
capital, while detailed documentation of sampling, data collection, and analytical procedures
ensured transparency and credibility. Member checking was conducted during interviews to
validate interpretations, and an audit trail was maintained to record coding decisions and theme
development. Although the use of non-probabilistic sampling limits statistical generalization,
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the findings provide analytical insights relevant to similar vulnerable and rural contexts in the
Global South characterized by gender inequality and digital divides.
Results
This section presents the empirical findings of the study, integrating results from the
quantitative reanalysis of survey data and qualitative interviews. Consistent with the mixed-
methods explanatory design, quantitative findings are presented first to establish overall
patterns, followed by qualitative results that elaborate on the mechanisms and contextual
factors underlying these patterns. The results are organised according to the analytical
categories derived from the conceptual framework: ICT use and entrepreneurial skill
development, perceived impact on leadership and self-confidence, structural and socio-
emotional barriers, good practices and enabling conditions, and emerging trends in digital
entrepreneurship.
ICT Use and Strengthening of Entrepreneurial Skills
Quantitative analysis revealed that there is a significant perceived contribution to the
utilisation of ICT to the development of core entrepreneurial skills in the women entrepreneurs.
Over 70 percent of the surveyed registered positive changes in the digital marketing such as
promotion of products, communication with customers and online visibility. In a similar vein,
most of the interviewees noted that they experienced increased sophistication in their
fundamental financial operations covering record-keeping, price discipline, and inventory
management since they started using digital applications like WhatsApp Business, Instagram,
and Facebook Marketplace. It was also established that participants that interacted more with
digital tools more had a higher rate of skill development indicating that there is a positive
relationship between frequency of use and perceived entrepreneurial competency.
Table 3
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ICT Use and Perceived Skill Improvement (N=300)
Skill Domain
Percentage Reporting
Improvement
Most Used Tools /
Platforms
Key Observations
Digital Marketing
72%
Instagram, Facebook
Marketplace, WhatsApp
Business
Increased online visibility and
customer engagement
Financial Record-
Keeping
68%
WhatsApp, Spreadsheets,
Mobile Banking Apps
Improved pricing, record-
keeping, and basic budgeting
Customer
Communication
75%
WhatsApp, Messenger
Faster and more direct
communication with clients
Inventory
Management
63%
WhatsApp, Excel
Better tracking of stock and
order fulfilment
Note: (Authors, 2026).
Qualitative interviews reinforced the findings by showing how women entrepreneurs
developed practical skills through everyday ICT use. Participants highlighted that accessible
and low-cost tools such as social media and messaging applications helped them increase sales,
communicate with customers, and manage inventories even without formal training. Some
entrepreneurs reported expanding from local markets to interprovincial orders through social
media, while others used visual storytelling on platforms like Instagram to attract customers
and strengthen their brand despite limited resources. Institutional actors confirmed these
improvements, noting progress in digital marketing, product presentation, and basic financial
management among participants. Overall, the results indicate that ICT use can strengthen the
operational capacity of women-led microenterprises, particularly in contexts characterized by
limited capital, low formal education, and scarce business training.
Perceived Impact on Leadership and Self-Confidence
Results indicate that ICT adoption generated not only technical benefits but also
psychosocial and relational changes among women entrepreneurs. Survey data showed that
about 65% of participants reported increased self-confidence and greater autonomy in decision-
making, while 53% perceived improvements in leadership and community participation.
Although leadership outcomes were less pronounced than skill development, a positive trend
was observed across all study locations.
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Qualitative findings explained these patterns by showing how digital participation
helped women overcome fears of public visibility, particularly when promoting their
businesses online. Continuous interaction with digital platforms strengthened self-efficacy,
enabling entrepreneurs to present their products, negotiate with clients, and assume more
visible roles within their communities. Women with stronger digital presence often became
informal leaders, sharing knowledge, advising peers, and connecting entrepreneurs with
institutions. Institutional actors also identified the emergence of small leadership networks led
by digitally active women, supporting the idea from social capital theory that digital
networking can expand both economic opportunities and relational empowerment.
Figure 1
Perceived Impact on Leadership and Self-Confidence (N=300)
Note: (Authors, 2026).
Structural and Socio-Emotional Barriers to ICT Use
Despite the positive outcomes, the study identified significant structural and socio-
emotional barriers that limit the sustained benefits of ICT use. Quantitative results showed that
more than 75% of participants faced constraints related to internet connectivity, device
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availability, and the cost of mobile data, particularly in rural and semi-rural areas where
infrastructure is limited.
In addition, socio-emotional factors such as fear of public exposure, lack of confidence,
and concerns about social judgment were reported by over half of the respondents. Interviews
revealed that cultural expectations and gender norms often discouraged women from
participating actively in digital spaces. Participants also highlighted the lack of continuous
support mechanisms; although initial training helped them adopt ICT tools, limited mentoring
and time constraints—often linked to caregiving responsibilities—restricted the long-term and
strategic use of digital technologies for business growth.
Figure 2
Key Structural and Socio-Emotional Barriers to ICT Use
Note: (Authors, 2026).
Good Practices and Enabling Conditions
La revisión identificó diversas prácticas y factores contextuales que favorecen un uso
más efectivo de las TIC. Las personas entrevistadas señalaron la necesidad constante de
capacitaciones modulares y adaptadas al contexto, que combinen formación técnica con apoyo
emocional. También destacaron la importancia del aprendizaje entre pares y de las redes
colaborativas, ya que brindan orientación práctica y refuerzan la confianza de las
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emprendedoras. Herramientas digitales como WhatsApp, Instagram y Canva fueron
consideradas fundamentales por ser gratuitas, fáciles de usar y permitir una comunicación
constante con clientes y comunidades.
Además, se observó que la creación de contenido auténtico, en lugar de un marketing
digital excesivamente profesionalizado, resulta más eficiente y culturalmente apropiada para
generar confianza y fortalecer la relación con clientes locales. Los actores institucionales
resaltaron que los programas flexibles, que toman en cuenta las responsabilidades de cuidado
y las limitaciones de tiempo de las mujeres, son clave para sostener la adopción de las TIC y
fortalecer la autoeficacia digital. Estas condiciones facilitan que las emprendedoras integren la
tecnología en sus actividades económicas de manera sostenible.
Emerging Trends in Digital Entrepreneurship
Las personas participantes anticipan un mayor uso de herramientas digitales avanzadas,
como aplicaciones basadas en inteligencia artificial para marketing, análisis de ventas y gestión
de clientes. Aunque estas tecnologías ofrecen oportunidades importantes para mejorar la
productividad y ampliar el alcance de mercado, también generan preocupaciones relacionadas
con el acceso, los costos y la sostenibilidad. Por ello, muchas entrevistadas sugieren una
implementación gradual y ética, donde la tecnología complemente el negocio sin desplazar los
valores comunitarios ni la calidad de los productos.
Asimismo, varias emprendedoras expresaron interés en formalizar sus actividades
digitales mediante plataformas de comercio electrónico y sistemas de pago móvil. Sin embargo,
indicaron que necesitan acompañamiento institucional, mentoría y apoyo técnico para superar
barreras financieras, tecnológicas y regulatorias. Desde la perspectiva institucional, se
considera que los programas de empoderamiento digital deben enfocarse en el desarrollo de
habilidades a largo plazo, la creación de redes y el fortalecimiento del liderazgo, más allá de
simples indicadores de acceso o uso tecnológico.
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Integration of Quantitative and Qualitative Findings
El análisis integrado confirma que el uso de las TIC por parte de las mujeres
emprendedoras en Los Ríos tiene efectos multidimensionales. Los datos cuantitativos muestran
tendencias relacionadas con el desarrollo de habilidades, el aumento de la autoconfianza y el
fortalecimiento del liderazgo. Por su parte, las entrevistas cualitativas permiten comprender
cómo el uso cotidiano de herramientas digitales contribuye a estos resultados. Las TIC facilitan
actividades clave como el marketing, la gestión financiera y la relación con clientes, lo que
fortalece las capacidades empresariales.
No obstante, el proceso de empoderamiento digital también está influido por factores
estructurales y socioemocionales. Problemas como la baja conectividad, el costo de los
dispositivos, el temor a la exposición en línea o la falta de tiempo pueden limitar el avance de
las emprendedoras. Los programas que se adaptan al contexto doméstico, promueven el
aprendizaje entre pares y utilizan herramientas accesibles han demostrado ser especialmente
efectivos para fomentar la adopción tecnológica. En conjunto, los hallazgos confirman que el
empoderamiento digital es un proceso continuo que involucra dimensiones individuales,
sociales e institucionales.
Table 4
Integration of Quantitative and Qualitative Findings on ICT Adoption and Digital
Empowerment
Mechanism /
Dimension
Evidence from
Quantitative Data
Evidence from Qualitative
Data
Implications / Notes
Strengthening
Entrepreneurial
Skills
A high percentage of
women reported
improvements in digital
marketing, finance, and
customer management.
Participants described using
WhatsApp, Instagram, and
Facebook Marketplace to
manage sales, communicate
with customers, and organise
inventories.
ICTs provide practical
tools that enhance
operational and business
skills.
Enhancement of
Self-Efficacy
65% reported increased
confidence and autonomy
Women overcame fear of public
exposure, gained confidence in
negotiations, and made
independent business decisions.
Repeated engagement
with digital tools
reinforces psychological
empowerment.
Leadership
Emergence
53% reported
improvements in
community leadership
Digitally active women acted as
mentors, shared knowledge, and
became local reference points
Digital social capital
facilitates relational and
informal leadership
Structural
Constraints
Connectivity limitations
(78%) and device
affordability (76%)
Interviews highlighted unstable
internet, high data costs, and
limited access to devices
Infrastructure and
affordability are key
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Note: (Authors, 2026).
Discussion
This study examined how Information and Communication Technologies (ICTs)
contribute to the development of entrepreneurial skills, self-efficacy, and leadership among
women entrepreneurs in vulnerable contexts in Ecuador. The findings indicate that digital
empowerment is neither automatic nor uniform; rather, it is a gradual and context-dependent
process shaped by individual engagement, social networks, and institutional resources (Sharma
et al., 2022). Overall, ICT use was associated with improvements in key entrepreneurial
competencies such as digital marketing, customer management, basic financial practices, and
independent decision-making (Drydakis, 2022).
From the perspective of self-efficacy theory, these outcomes emerge through repeated
mastery experiences obtained while interacting with digital platforms. As participants observe
tangible results—such as increased sales, wider market reach, and improved business
organization—their confidence and sense of capability grow. Consequently, ICT adoption
strengthens not only technical capacities but also psychological empowerment and
entrepreneurial agency (Almohtaseb et al., 2023; Omar & Ismail, 2021).
Beyond individual changes, the results highlight the importance of digital networks in
building social capital and expanding economic opportunities. Through social media and
messaging platforms, women entrepreneurs were able to connect with customers, peers, and
institutional actors beyond their immediate communities (Son & Niehm, 2021). These
moderating factors for
empowerment outcomes
Socio-Emotional
Barriers
52% reported fear of
exposure and limited
confidence
Cultural norms and social
judgment affected willingness
to engage online
Psychological and
socio-cultural factors
must be addressed
alongside technical
training
Enabling
Conditions
Peer learning, context-
adapted training, and low-
cost tools
Women emphasised modular,
culturally relevant training and
supportive networks
Tailored, user-friendly
interventions enhance
sustainability and
effectiveness
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connections, often described as weak ties, facilitate access to new information, commercial
opportunities, and practical advice that would otherwise be unavailable in geographically
constrained environments (Davis, 2023). Continuous participation in these digital spaces also
contributed to the emergence of informal leadership roles, where more digitally active women
became local references who guide and support others (Potluka, 2021; Frade & Vairinhos,
2023).
Such relational leadership strengthens legitimacy, social recognition, and collective
influence within communities (Sienkiewicz-Małyjurek, 2022; Stead et al., 2021). These
findings align with research suggesting that women’s leadership in entrepreneurial and
community contexts often emerges through collaboration, shared knowledge, and social
influence rather than formal authority (Dixit et al., 2023).
Despite these positive outcomes, the study also shows that the empowering potential of
ICTs remains conditional on structural and socio-emotional barriers. Connectivity limitations,
high device costs, and gaps in advanced digital literacy restrict the strategic use of technology,
particularly in rural and semi-rural settings (Aryeh-Adjei et al., 2025). In addition,
psychological and cultural barriers—such as fear of public exposure, lack of confidence, and
concerns about social judgment—can discourage women from participating actively in digital
environments (Setchell et al., 2021).
In many cases these factors emerge even before technical constraints, suggesting that
policies focused solely on infrastructure or technical training are insufficient. The findings
therefore emphasize the importance of institutional mediation, mentorship, and supportive
entrepreneurial ecosystems capable of integrating technical, social, and emotional support
(Emma, 2024; Higgins et al., 2023; Zaman et al., 2021). Overall, digital empowerment appears
as a dynamic process produced through the interaction between personal capabilities, social
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networks, and institutional environments (Sitaridis & Kitsios, 2024; Sreejith & Sreejith, 2023;
Mattucci & Nasser, 2024; Morte-Nadal & Esteban-Navarro, 2025).
Future Research and Policy Recommendations
Although this study provides relevant evidence on the role of ICTs in empowering
women entrepreneurs, several avenues remain open for future research. Longitudinal studies
are particularly necessary to evaluate whether ICT-driven empowerment can be sustained over
time and whether improvements in skills, confidence, and leadership translate into long-term
business growth and socioeconomic mobility. Comparative research across regions, countries,
and sociocultural contexts could also clarify how institutional environments and cultural norms
influence women’s digital entrepreneurship trajectories. In addition, intersectional approaches
examining age, education, ethnicity, rurality, and caregiving responsibilities would help
identify inequalities within groups of women entrepreneurs that are often overlooked in
aggregate analyses. The rapid expansion of emerging technologies such as artificial
intelligence, automation, and data-driven tools also raises important questions about
accessibility, ethical implementation, and the potential creation of new digital divides.
From a policy perspective, the findings suggest that initiatives promoting digital
entrepreneurship should adopt an ecosystem-based approach rather than isolated interventions.
Effective strategies must combine connectivity infrastructure, affordable devices, continuous
training, mentorship, and peer learning networks to sustain engagement (Prabavathy et al.).
Digital training programs should also incorporate socio-emotional components aimed at
strengthening confidence, communication skills, and public participation alongside technical
instruction in digital marketing and financial literacy.
Program designs need to be flexible and sensitive to women’s realities, particularly
caregiving responsibilities, time constraints, and financial limitations. Strong collaboration
among government institutions, universities, civil society organizations, and the private sector
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is essential to increase institutional legitimacy, mobilize resources, and scale successful
initiatives (Higgins et al., 2023). Through these integrated strategies, ICTs can become
effective tools for fostering inclusive entrepreneurship, strengthening women’s leadership, and
promoting sustainable digital empowerment in vulnerable communities.
Conclusion
This study examined the role of Information and Communication Technologies (ICTs)
in strengthening entrepreneurial skills, self-efficacy, and leadership among women
entrepreneurs in vulnerable contexts in Ecuador. Using a mixed-methods approach, the
findings demonstrate that ICTs can function as important drivers of both economic and
psychosocial empowerment. However, these outcomes do not emerge from technology alone;
rather, they develop through continuous engagement with digital tools, supportive social
networks, and enabling institutional environments that provide training, mentorship, and
resources.
At the individual level, ICT adoption improved key entrepreneurial capabilities such as
digital marketing, customer communication, basic financial management, and inventory
organization. These improvements were closely associated with greater confidence, autonomy
in decision-making, and increased entrepreneurial agency. At the relational level, digital
technologies facilitated the development of digital social capital, allowing women to expand
professional networks, reach broader markets, and assume informal leadership roles within
their communities.
Despite these benefits, the results also reveal important structural and socio-emotional
barriers that condition digital empowerment. Limited connectivity, high costs of devices, and
gaps in advanced digital skills restrict the sustained use of ICTs, particularly in rural areas. In
addition, psychological factors such as fear of public exposure and lack of confidence reduce
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active participation in digital environments. The study therefore suggests that access-focused
interventions or short-term training initiatives are insufficient to produce meaningful
empowerment unless they are complemented by social, psychological, and institutional
support. Theoretically, the research contributes by integrating self-efficacy and social capital
perspectives to explain ICT-based empowerment processes. Practically, it highlights the need
for ecosystem-based strategies that combine infrastructure, continuous capacity building,
mentoring, and inclusive policies. Under supportive conditions, ICTs can become strategic
tools for promoting inclusive entrepreneurship, strengthening women’s leadership, and
advancing gender equality in vulnerable settings.
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