Evaluating the Role of Digital Adoption and Family Support in Punjab’s Female Entrepreneurship

Abstract

This research investigates the complex factors driving the growth of women-owned micro and small enterprises within the rural landscapes of Punjab, Pakistan. Utilizing a quantitative framework, the study surveyed 300 emerging female entrepreneurs across various rural districts. Data analysis was conducted through a two-stage process: preliminary screening in SPSS followed by rigorous structural equation modelling (PLS-SEM) to test both direct impacts and moderating influences. The study examined seven core hypotheses, focusing on how individual skillsets, family dynamics, social structures, market access, and technology influence business expansion. The results highlight that an entrepreneur’s innovative capacity, robust family backing, and the adoption of digital tools are the most significant catalysts for growth. Interestingly, social factors presented a nuanced, dual-natured impact, while market variables influenced success more indirectly than expected. A key finding of this work is the vital role of government assistance and the specific industry sector in moderating these relationships, proving that "one-size-fits-all" support is rarely effective. By integrating Resource-Based View and Institutional Theory, this study provides a clear empirical map of how women navigate conservative rural economies. These insights offer a practical foundation for policymakers and NGOs to design localized interventions that address the unique hurdles faced by women in developing markets.