Social Networking and Contextual Embeddedness: An Exploratory study of Women Entrepreneurs of Khyber Pakhtunkhwa, Pakistan Mahwish Parveen * and Muhammad Junaid † Abstract The present study explores the contextual Embeddedness of entrepreneurial phenomenon, particularly experienced by women of Peshawar, Khyber Pakhtunkhwa, Pakistan. It attempts to identity modes of networking activities being practiced by women and also to highlight effects of “push and pull factors” on their social networking. Women entrepreneurship have been conceptualized through the lens of Western theory and there is no research on contextually embedded perspective in the region. Data from 17 women entrepreneurs were collected by using face to face semi structured interviews. Analysis was conducted using “constructivist grounded theory approach”. Qualitative analysis reveals that social networks are embedded in entrepreneur’s context which effects women orientations towards exploring possible opportunities. Keywords: Women Entrepreneur, Social Networks, Push and Pull, Embeddedness. Introduction It is believed that entrepreneurial process co-evolves with the socio system (Friedman& Desivilya,2010).Moreover, each individual face varied drivers and dimensions that shapes their business. These include social and cultural changes as well that are primitive to business. Somehow the extent to which these socio-cultural drivers effect male entrepreneurs is not similar for women entrepreneurs. In developing countries, majority of small scaled business are owned by male entrepreneurs with an increasing trend of women inclination toward startups while the rate is double in Pakistan. * Mahwish Parveen, PhD Scholar, Qurtuba University of Science and information Technology, Peshawar, Email:mahwish.parveen@gmail.com † Dr. Muhammad Junaid, Assistant Professor, Institute of Management Studies, University of Peshawar