Abstract
Facebook has become popular tool amongst women
entrepreneurs in Pakistan and is a good source to earn their
livelihood, while staying at home. This study was aimed to
enlighten the role of potential women entrepreneurship, who are
successfully running their businesses on Facebook. According to
the World Bank report (2019) 48.5 percent population in Pakistan
is women. Due to the unavoidable reasons majority of them are
only allowed to work at home therefore the easy access of
Facebook has become a reasonable platform to earn their
livelihood. However, their success stories are not being
highlighted as they deserve. Semi-structured interviews were
conducted with 10 female entrepreneurs actively involved in
web-based activities during a three-month time frame of this
study by using Snowball sampling Technique. The questionnaire
was adapted and inspired from Ajjan et al.’s (2014) Conceptual
model. The findings showed that Facebook has an overall positive
impact on the lives of women entrepreneurs in Pakistan. Due to
the user-friendly nature, customized options and monetary
incentives, Facebook is transforming from just social networking
site to business platform for women in Pakistan. Due to the
unique, innovative and novel characteristics of Facebook, more
and more women are getting motivated to run their businesses
through Facebook. It is expected that this could further imitate
strategies directed to improve entrepreneurial movements among
women of emerging economies and conclusively increasing
female leadership around the globe.
Wajid Zulqarnain, Naveed Ullah Hashmi, Amna Zulqarnain. (2020) A Path to Empowerment: Usage of Facebook by Pakistani Women Entrepreneurs, Journal of Media Studies, Volume-35, Issue-2.
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