Psychological Readiness and Women's Empowerment in Digital Marketing Among Rural Women Entrepreneurs in Malaysia

Digital transformation has created new opportunities for women entrepreneurs to expand market reach, build customer relationships, and participate more actively in the digital economy. Nevertheless, rural women entrepreneurs may continue to experience constraints related to psychological preparedness, digital knowledge, confidence in using technology, and access to digital resources. This conceptual study develops an integrated framework to explain women's empowerment in digital marketing by proposing four antecedents: psychological readiness, digital knowledge, digital self-efficacy, and technology access. The framework is anchored in Psychological Empowerment Theory and conceptualises women's empowerment in digital marketing as a multidimensional outcome reflected in meaning, competence, self-determination, and impact. The study addresses a gap in the recent literature, which has increasingly recognised the importance of digitalisation for female entrepreneurship but remains fragmented regarding how individual psychological capabilities and technology-related resources jointly contribute to empowerment, particularly in rural and emerging-market contexts. The study further proposes research objectives and research questions that guide future empirical validation among rural women entrepreneurs in Malaysia, including participants of structured entrepreneurship and digital empowerment programmes such as the SheRises Programme in Tanjung Karang, Selangor. The proposed framework contributes theoretically by connecting psychological empowerment with contemporary digital entrepreneurship research and contributes practically by highlighting the need for entrepreneurship programmes to combine technical digital capability development with confidence-building, access facilitation, and psychologically empowering practices. Future empirical studies may test the proposed relationships using validated measurement scales and appropriate multivariate techniques.

psychological readiness; digital knowledge; digital self-efficacy; technology access; women's empowerment; digital marketing; rural women entrepreneurs

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