ROLE OF DIGITAL MEDIA IN THE RISE OF WOMEN ENTREPRENEURS

Abstract

The main purpose of the research was to establish the role of digital media in the success of Pakistani business-women entrepreneurs. In spite of the adverse situation, Pakistani women are growing and flourishing owing to the digital revolution. The survey method was used to conduct this study. Information is collected through a survey of the sample size of 70 female business owners. To establish how digital media and other social media websites are helping women entrepreneurs to start and grow their businesses during this digital era, the Social Identity Theory (SIT) and Uses and Gratification Theory (UGT) were used. The discussion reveals how women entrepreneurs are being presented with many new opportunities by the digital media. The various social media platforms have also enabled the female company owners to run their businesses online as opposed to the traditional methods. Furthermore, it was also found out that Facebook, Instagram and WhatsApp are the most commonly used social media sites by female entrepreneurs as a means of running their businesses. Women business people reported that digital media has helped them to conduct business with ease. Based on the statistics, social media positively impacts the lives of the female entrepreneurs, both in work and personal life.