Chapter 15: To Analyse the Impact of Multi-Media Technology on the Rural Entrepreneurship Development

Purpose: The concept of sustainability in the livelihood of rural people is the central point for the discussion for policymakers. Different policies for poverty reduction, developing economies, and environment management are not capable of using multimedia technology for rural entrepreneurial development.

Need of the Study: The study analyses the impact of multi-media and tries to understand its significance for rural enterprises to contribute to developing entrepreneurship in rural areas to minimise poverty.

Methodology: This research analysed a framework that highlights that multi-media technology offers different ways to earn a sustainable livelihood by enhancing the range of advanced technology, access to information assets, increased social networks, information transfer system, and modernisation of traditional working. A total of 450 rural entrepreneurs were contacted to collect the data from 6 different divisions of Haryana through a questionnaire on 5-point scale. A purposive sampling technique was used for primary data collection.

Findings: The multi-media technology influences rural entrepreneurial development through certain organisational factors, new products and services, improved customer service, generation of employment opportunities over time, increased loyalty, and novel combination of resources within the specific context.

Practical Implications: The study concludes the capabilities may be utilised up to maximum advantages that increase with the use of multi-media technology in the rural framework.