Women’s social media needs and online social capital: Bonding and bridging social capital in Pakistan

ABSTRACT

This article studied women’s online social capital in the low-income and traditionally patriarchal society of Pakistan. The research focused on two objectives: to identify the needs of social media among Pakistani women; and to measure the impact of social media needs on their social capital, especially with respect to establishing and bridging social capital. A survey questionnaire was distributed to 240 women. A measurement model was developed, and path analysis was performed using Smart-PLS. Results revealed a significant correlation between social media needs and social capital. Furthermore, it was found that Pakistani women’s social media needs positively correlate with bonding social capital; however, a significant relationship was also observed for bridging social capital as well. Quantitative analysis produced results contrary to widely held notions regarding women and social capital, which suggests a need for additional quantitative analysis as well as further qualitative research to explore the nuances of women’s online social capital in developing and traditional societies.

KEYWORDS:

• Social media needs
• Pakistani women
• bonding social capital
• bridging social capital
• developing country
• traditional societies

Declaration of interest statement

We confirm that the manuscript has been submitted solely to this journal and is not published in the press or submitted elsewhere. Further, we do not have any organizational, institutional, or personal conflict of interest.