Social Media as a Digital Catalyst: Moderating Innovation Performance and Gender Equality Among Female Entrepreneurs in China

Abstract

Background and Aims: While China’s digital economy continues to expand, a distinct gender gap remains within innovation-led entrepreneurship. This research investigates the role of social media platforms as ‘digital catalysts’ that moderate the translation of innovation performance into gender equality outcomes for female entrepreneurs.

Methodology: Grounded in Digital Catalysis Theory, digital affordance theory, and institutional theory, the study employs a sequential mixed-methods design to validate a novel theoretical framework. The investigation integrates qualitative data from 45 in-depth interviews with a quantitative survey of 1,247 female entrepreneurs. Additionally, an 18-month longitudinal panel study tracking 312 participants was conducted to capture temporal dynamics and causal relationships.

Results: Empirical analysis indicates that social media engagement significantly and positively moderates the link between innovation performance and gender equality. This catalytic process functions through three distinct mechanisms: amplification, acceleration, and transformation. Mediated moderation analysis further identifies network centrality, algorithmic visibility, and digital reputation capital as critical pathways. Crucially, these effects are not uniform but are contingent upon institutional support, industry digitalization levels, and the entrepreneur’s digital proficiency.

Conclusion: By reconceptualizing platforms as active catalysts rather than neutral tools, this study extends the theoretical boundaries of digital entrepreneurship. Practical implications suggest that achieving gender-inclusive innovation requires strategic platform engagement and robust digital infrastructure, moving beyond a sole focus on individual innovation capabilities.