An Investigation on How Digital Marketing Affects Women’s Health Through Excessive Use of Technology

Abstract

This study examines two areas of women's entrepreneurship in digital marketing: economic gain and health obstacles. For a lower investment, ease of access, and economic gain, women entrepreneurs spend a period of time with technology to maintain their online business. But technology is not always suitable for human health, and excessive use of technology impact on women’s health. Based on the theoretical framework, we want to explore three questions: what type of health both physical and mental problems are arising from technology use, why, and how these emerge. With 68 participants, this study was conducted through a semi-structured questionnaire from July to December 2023. For a mixed-method research approach, data were collected from several parts of Bangladesh through online, revealing that the excessive use of technology impacts on health of women. The study revealed that despite economic benefits, prolonged use of the device leads to health issues like anxiety, stress, obesity, headache, migraine, and body pain. Less family time, social isolation, sedentary behavior, technostress, and online bullying are some of the reasons behind stress and dissatisfaction among women. Quantitative analysis also disclosed that a correlation exists between the device and several health problems in digital marketing. The paradox between health variables and the excessive use of technology should be removed to make a sustainable digital platform. Our study also recommends policy mediation, including the awareness of healthcare, digital literacy, and development initiatives.