Master of Science in Management
Faculty / School
School of Business Studies (SBS)
Department of Management
Date of Submission
Dr. Muhammad Ayaz, Assistant Professor, Chairperson - Department of Management, School of Business Studies (SBS)
Committee Member 1
Dr. Muhammad Ayaz, Supervisor, Assistant Professor, Chairperson - Department of Management, School of Business Studies (SBS)
Committee Member 2
Dr. Ashar Saleem, Assistant Professor and Program Director MS Management, Department of Management, Institute of Business Administration (IBA), Karachi
MS Management Research Project
Metoo campaign, social media, Aurat March, harassment, organization, social movement, workplace environment, victim, perpetrator
Back in 2017, a social media trend that went viral known as the Metoo (Manikonda, Beigi, Liu, & Kambhampati, 2018). This trend captured the attention of the masses and overnight developed into a social media campaign which had its offshoots in various countries. One of them being the Aurat March i.e. a rally that takes place on the 8th of March every year in multiple cities of Pakistan. Under the hashtag #Metoo numerous victims of harassment shared their heart wrenching stories. This paper aims to explore the impact of the Metoo campaign on the workplace environment in a conservative country context such as Pakistan. The literature review is conducted to observe the aftereffects of the Metoo campaign for the workplace environment in Western countries such as USA for reference. This study follows a qualitative research design employing semi-structured interviews to collect data. 11 female employees belonging to diverse industries such as banking, education, textile, fertilizer, FMCGs were approached using purposive sampling followed by snowball sampling. The data collected confirmed that organizations and movements are in fact twins separated at birth, but their paths tend to cross multiple times (Davis, Morrill, Rao, & Soule, 2008). All the respondents believed that the Metoo campaign has given women the necessary strength and confidence to raise their voice against such the horrendous act. As a result, organizations across the globe have been forced to take measures to curb workplace harassment. Also, a fear has been instilled in the male community especially male employees regarding the severe consequences they would face in case they are caught harassing anyone. Many respondents do rightly believe that the Metoo movement is just the beginning of the struggle for women and not the end in itself. The paper concludes with an agenda for future research for academics on this topic.
Rouf, M. (2022). Metoo and the workplace: empirical evidence from a conservative country (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mgt/9
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