2024
DOI: 10.61506/01.00268
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Perspectives of Young Women Entrepreneurs Towards Amazon in Pakistan: An Extension of E-Commerce in a Developing Market

Sumera Batool,
Laiba Hussain,
Aaima Batool

Abstract: This research examines the experiences and viewpoints of young female entrepreneurs in Pakistan who use Amazon as a platform to run their businesses. This study aims to gain insights into the challenges and opportunities these women face in the context of e-commerce in a developing market. The researcher carried out a qualitative research approach, to conduct interviews with ten young female entrepreneurs who use Amazon as their business running platform. Through the lens of Uses and Gratification theory and t… Show more

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