The Study of the Rising Trends of Digital Marketing and Social Media Usage by Women Entrepreneurs in Pakistan

Abstract

The purpose of this study is to explore the learning experience and knowledge of women entrepreneurs during and after the COVID-19 crisis in Pakistan based on the social-cultural context which is considered to be understudied in developing countries mainly in the entrepreneurial learning process. The COVID-19 crisis has changed Pakistan’s economy with challenges to women entrepreneurs. Moreover, it has also brought technological development through which women adapt and utilize digital marketing by using social media platforms, therefore, promoting the development of a new revolution of digital marketing and modern digital entrepreneurial culture, by diversification of female society from technologically challenged to digitally savvy one. Therefore, the main purpose of this study is to find out whether the rising trends of digital marketing and social media usage have an impact on women entrepreneurs in Pakistan. The research is based on the mono-method technique and the research nature is qualitative, the analysis is done by collecting data through implementing an interview session among young and middle age women entrepreneurs. The findings of this research have shown the results of women entrepreneurs being modified in their entrepreneurial venture by using social media and digital media platforms, with facing challenges and other hurdles they have produced great economic growth in the country and are getting more independent. The lack of studies on the analytical review of digital women entrepreneurship and limited literature in Pakistan required more research on this phenomenon.