Role of Social Media in Female Entrepreneurial Growth: Empirical study of Sindh using Facebook and Instagram

Abstract

The research overviews the role of social media in accelerating the growth of female entrepreneurship. With the help of social networking, female entrepreneurs have found a new and effective way to run their businesses. Social Media has modified the concept of Female Entrepreneurship by providing them with ease and a mass medium through which they can run their business by preserving their privacy. Many female entrepreneurs run their online pages for buying and selling either independently or through some social media community which connects them to their customers directly. Whether it is a make-up artist or cook, a buyer of imported makeup or even a freelancer, social media has given a platform to female entrepreneurs to connect easily to customers directly with no intermediate. This research can contribute to taking measures towards female entrepreneurship growth as the results show a positive relationship between promotion, work-life balance, customer relationship management and female entrepreneurial growth through social media. This research shows evidence that social media has contributed a lot to female entrepreneurs by providing them with a platform through which they can efficiently run a business. This research is limited to Sindh only.