FEMALE WORK FORCE CONTRIBUTION IN PAKISTAN: OVERCOMING THE BARRIERS TO DIGITAL ENTREPRENEURIAL ACTIVITIES OF WOMEN SOCIAL MEDIA INFLUENCERS IN PAKISTAN

Abstract

This research paper is a descriptive study based on systematic review methodology, which involves a comprehensive search and analysis of the relevant literature from credible sources, such as academic research, government data, think tank reports and news articles. The study aims to explore the technological barriers that limit the participation of women social media influencers ( in digital entrepreneurial activities in Pakistan. The research is conducted using thematic analysis technique to identify key themes, including the gender gap in labor force participation, the potential for digital entrepreneurship opportunities for women i n Pakistan, and how the WSMIs participation in labor force can be fostered by overcoming barriers they face in Pakistan .The paper also presents a thorough review of existing literature, highlighting the challenges/barriers for women entrepreneurs in gener al and particularly for WSMIs in Pakistan. The study primarily discusses the technological barriers faced by WSMIs while beginning their entrepreneurial ventures in Pakistan. These challenges/barriers include such as limited access to technology including reliable and affordable internet connection, cyber harassment including online safety risk, lack of necessary digital skills including less opportunities to relevant training and skill development opportunities, social and cultural constraints imbedded in conventional family system, lack of education due to gender gap, and access to funding resources to capitalize digital entrepreneurial startups. The findings of the study indicate that WSMIs have the potential to leverage their online presence to create su ccessful businesses in Pakistan through their participation in labor force, but they face several challenges/barriers. The paper concludes with recommendations for addressing the existing challenges/barriers for WSMIs including measures to increase access to technology and funding sources, provision of necessary educational and training opportunities, and creating supportive policies and programs which may provide an equal playing field for WSMIs to play their positive role in building strong economy and to bring effective change in the socio economic landscape of Pakistan.