INSTAGRAM AS A CATALYST FOR FEMALE ENTREPRENEURSHIP: EXPLORING MARKETING PRACTICES AMONG PAKISTANI WOMEN

Abstract

Instagram has emerged as a global social media platform that multinational corporations extensively utilize for marketing and consumer engagement. This study examines how Pakistani women entrepreneurs utilize Instagram as a marketing and sales tool, with a particular focus on its role in supporting digital entrepreneurship. Grounded in Jürgen Habermas's theory of the public sphere and the framework of Social Constructivism, the research adopts a qualitative approach to explore the lived experiences of 17 women entrepreneurs actively using Instagram for business purposes. The findings reveal a notable shift toward digital commerce among female entrepreneurs in Pakistan, driven by Instagram's accessible and interactive features. These tools facilitate authentic brand communication, enhance customer engagement, and expand market reach. Overall, the study highlights Instagram's transformative role in empowering women entrepreneurs, promoting visibility in the digital marketplace, and fostering a participatory business environment.