Online Engagement to Offline Empowerment: Exploring the Socio- economic, Cultural, and Psychological Challenges of Women Digital Entrepreneurship

Abstract

In Pakistan, women are increasingly using digital platforms for income-generation and to empower them financially. This research aims to investigate the use of social media as a source of women entrepreneurship and to explore the socio-economic, cultural, and psychological challenges they face in digital entrepreneurship. This study used a qualitative research design. Through the purposive sampling method, fifteen semi-structured interviews were conducted. Thematic analysis was used for data analysis. The results suggest that social media has empowered women through low-cost entrepreneurial entry, expanded visibility, networking, and income generation. Increased economic independence, confidence, and decision-making power within households were also key findings of the study. Digital entrepreneurship motivated women for self-directed digital learning, health issues awareness, and mobilization of the family. Study concluded that social media platforms create meaningful opportunities for women's empowerment, but their transformative potential is constrained by socio-cultural and technical limitations. Targeted interventions in digital literacy, financial inclusion, and social support systems are crucial to sustaining and scaling women's digital empowerment.