DIGITAL PLATFORMS, SOCIO-CULTURAL SUPPORT, AND WOMEN’S ENTREPRENEURIAL OUTCOMES: EVIDENCE FROM HUNZA, GILGIT-BALTISTAN, PAKISTAN

Abstract

This study explores the influence of socio-cultural support and utilization of digital platforms on entrepreneurial outcomes of women entrepreneurs in Hunza of Gilgit-Baltistan, Pakistan. Data collection was quantitative, and a cross-sectional design was used; 150 women entrepreneurs were selected in Aliabad, Karimabad and Ganish, and a structured questionnaire was used to collect the data. Analysis was done using descriptive statistics, Pearson correlation and Chi-square tests. The results indicate that overall, there is strong support for women entrepreneurship efforts at the family, culture and community levels. Simple and accessible communication technologies are crucial in remote business settings, with WhatsApp being the most popular digital platform. Using digital platforms was strongly correlated with perceived decreases in business barriers (r = .867, p < .001) and increased customer bases (r = .719, p < .001). The chi-square analysis also found that there were significant relationships between digital platform use and both entrepreneurial outcomes. The results indicate that the overall socio-cultural context of digital entrepreneurship in Hunza is a context where the family and community play a significant role. Digital technology does not seem to be a catalyst for change, but rather an enabler for access to the market and the mitigation of some of the business constraints faced within the current social systems. The study stresses the importance of context-sensitive digital-skills development and support for women entrepreneurs in the remote area.