How to Develop Social Equity for Consumers? A Technology-Based Framework

Abstract

In the business sector of Pakistan, social equity is still an unaddressed and conflicting issue. The objective of this study is to highlight the factors playing a key role in maintaining social equity and to develop a sense of satisfaction among consumers of Pakistani market segments to provide them with a way to best business practices and importantly, for emerging businesses. This study was conducted with the help of a questionnaire, and the responses were collected from 700 respondents. The hypotheses were developed with careful evaluation of existing literature, and data was collected from diverse respondents in the Pakistani business and market sectors. This study concludes that to develop social equity for a community, the role of digitalization, a sense of security, and information communication technology are important. The significance of this study is to develop sustainable business activities and ensure the concept of social equity in the Pakistani environment by addressing the theoretical gap and providing recommendations based on responses taken from the diverse consumers.