<![CDATA[Digital platforms offer micro, small, and medium enterprises new ways to reach customers; however, technology use does not automatically create stronger marketing capabilities or greater decision-making power for these companies. This study examines digital marketing practices in a women-led fisheries enterprise and develops a conceptual framework that connects technical capabilities to women’s strategic agency. A qualitative case study was conducted with the Fatimah Az Zahrah Women Fishers Group in Makassar, Indonesia. Data were collected from February to April 2026 through observations, semi-structured interviews with 11 members, and one focus group discussion with eight participants. The data were analyzed thematically. The findings show that WhatsApp and Facebook are embedded in daily marketing, but content planning, branding, customer engagement, and the use of market information remain limited in their use. Women are strongly involved in operational activities, whereas their influence on pricing, promotion, channel selection, and target market decisions varies significantly. The study found that digital empowerment develops when technical capability is accompanied by a strategic agency. Based on this relationship, we propose an inclusive digital marketing framework that is simple, contextual, gradual, and responsive to users’ needs. The framework shifts attention from technology adoption alone to women’s capacity to use digital tools and shape their business decisions.]]>
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