Role of Social Media in Promoting Women Entrepreneurship in Twin Cities

Abstract

This study offers an in-depth examination of both established and emerging women entrepreneurs in the twin cities of Pakistan. It delves into the reasons why women venture into entrepreneurship, the challenges they face in launching and managing their businesses, and the opportunities available to them. The primary focus is on the fashion sector in Rawalpindi and Islamabad. The aim of the project is to provide valuable insights for aspiring and emerging entrepreneurs by highlighting the diverse backgrounds and experiences of women entrepreneurs, enabling others to relate to their success stories and gain inspiration from those still on their entrepreneurial journey. A qualitative research methodology, including detailed interviews, is employed to gain a thorough understanding of the concept of women entrepreneurship within these cities. In the initial phase, key variables are identified through a comprehensive literature review. Motivational factors driving entrepreneurship include both push and pull elements. The research also explores the opportunities available to women and the processes involved in identifying them. On a micro level, women entrepreneurs face challenges such as accessing funding, managing work-life balance, and lacking essential knowledge, skills, and experience. On a broader scale, societal, economic, legal, and cultural factors present significant barriers. This study is valuable as it provides a holistic view of women’s entrepreneurship in the twin cities of Pakistan, offering crucial insights for both current and future entrepreneurs.