Abstract
This study examines the multifaceted dynamics of rural women's entrepreneurship in Saudi Arabia, with a focus on the role of digitalization in shaping their entrepreneurial activities. Using a qualitative approach based on interviews with 10 rural women entrepreneurs, this research explores how digital tools simultaneously empower these women economically and reinforce existing socio-cultural and institutional constraints. Digital platforms have facilitated business establishment and operations, enabling greater economic participation despite geographical isolation. However, entrenched patriarchal norms and societal expectations continue to restrict visibility, mobility, and community acceptance, creating a complex interplay between empowerment and constraint.
Using feminist technology theory and feminist institutionalism, this study investigates the intersection of gender, power, and technology in rural Saudi contexts. Feminist technology theory highlights how digitalization challenges traditional power structures while sometimes reinforcing gender inequalities. Feminist institutionalism provides a lens to examine how formal and informal institutions, including societal norms and digital platforms, interact to either empower or limit women entrepreneurs.
This research contributes to the ongoing debates on the contextualization of women’s entrepreneurship by addressing the underexplored intersection of digitalization, institutional frameworks, and gender in rural, non-Western settings. It provides valuable insights into how rural Saudi women entrepreneurs navigate these dual forces, offering a critical perspective on the evolving opportunities and persistent barriers they face.