Social Media Encourages Women Entrepreneurship: A Study of Challenges and Empowerment

Abstract

In this era, where technology advances and social media are in the hand of common man, women entrepreneurs remain a largely understudied phenomenon. Social media is the road of success for women entrepreneurs as it encourages women to be independent and become their own-bosses. In online home-based business women attained power in different factors as compared to men in the existing literature. Growing industrialization and urbanization, spasmodic mobility and social legislation change the status of women in global world. Presently, women come forward to take up higher education, technical and professional education and their proportion in the workforce has also been increased. Encouraging women as entrepreneurs in the recent scenario are the government initiative over the globe. Women's empowerment is related to women's decision-making power, easy access to information, and resource control. Semi-structured interviews from 25 women entrepreneurs has been conducted in Lahore, Pakistan Study explored the role of social media which empowering women and the challenges they faced while running online business. In-depth interviews were used to collect data on telephone and were recorded by the researcher and also make notes of the highlighted points. Uses and gratification theory is applied to identify women entrepreneurs personal integrative on social media platforms.