The research paper investigates the socio-cultural constraints faced by women entrepreneurs during startup and expansion of their entrepreneurial ventures in Ahmedpur East of District Bahawalpur through documenting their lived experiences. The research is primarily a multi-sited ethnography and utilizes qualitative research methods such as in-depth semi-structured interviews and focused group discussions on collecting primary data from a selective sample of 25 entrepreneurs ascertained through sampling technique. The study highlights gender-specific socio-cultural challenges such as social perceptions and biases, work-life balance, patronage of male family members, restricted mobility owing to Purdah and low recognition and payment of women's work etc. as prime reasons that hinder not only women participation as entrepreneurs but also inhibits their engagements and choices in entrepreneurship. Socio-cultural factors not only systematically impact women's social interactions and decision-making but transform into multiple other challenges that women fight and struggle with while making their space as entrepreneurs.

Social media influence is a rapidly developing market in which influencers face unique challenges linked to their cultural context. The development of digital platforms in Pakistan has enabled influencers to endorse products and advocate for them. This study investigated the experiences and challenges of social media influencers in Pakistan. Using a qualitative research approach, semi-structured interviews were conducted with N= 8 Instagram influencers who each have over 10,000 followers. Interpretative Phenomenological Analysis (IPA) was employed to analyze the collected data. Five superordinate themes emerged, including identity shaping, concerns, growth and resilience, challenges, and coping strategies. The findings indicate that while influencers experience a sense of self-identity construction and financial security, women express greater concern regarding appearance and prospects than their male counterparts do. The findings of this study highlight the need for increased awareness and support for social media influencers, particularly in culturally conservative countries such as Pakistan.