Author(s): Hira Batool, Kalim Ullah
The last three years witnessed the fact that the majority of the Pakistani women entrepreneurs was motivated to utilize of stored data resulting from their business online social activity to improve their business performances. However, the most recent precedent incidents like hackers’ attack on the aforementioned online stored data resulted into putting onto the dark web. This incident alerted every single user, more specifically women entrepreneurs, about their social activity information security and badly affected their motivation toward the future adoption of social activity as part of their business with the fear of losing female trust and engagement factor. In such scenario, the Pakistani women entrepreneurs are looking for the research study that can educate them with evidence on how to successfully implement social activity-based online business in order to improve their business performance without affecting the trust and engagement level of female customers as well. By exploring the extensive literature, the researchers in this study proposed and validated pre and post results through PLS software based on 1000 female online buyers of 15 targeted online businesses run by women. The results depict that the proposed factors like behavior tracking and personal information usage do play the role in educating women about the successful adoption of social activity.