Social media entrepreneurship as an opportunity for women: The case of Facebook-commerce

Abstract

This paper examines a new type of entrepreneurship conducted via social networking sites named as social media entrepreneurship. In Tunisia, the number of women entrepreneurs operating on social media platforms such as Facebook is noteworthy. Thus, in this study it is aimed to determine the factors that prompted women to develop businesses on Facebook, and how this social network is a venue for female entrepreneurship. Particular attention is paid to identify individual-related (push/pull entrepreneurial motivation), technology-related and institutional factors that bear on the use of social media. To this end, semi-structured interviews were conducted with a sample of 24 female entrepreneurs. The research findings provide relevant information and support the idea that social media has opened up new horizons and entrepreneurial opportunities for women to pursue their entrepreneurial intention. Pull motivations are really behind the decision to start up social commerce. Facebook advantageous features have empowered women to create customer networks, used nature marketing tool at no cost and acquire positive attitude towards entrepreneurship. Finally, although the informal nature of business on Facebook is attractive, formalization remains a challenge for the majority of women. It seems that ambition to grow their businesses brings them to formal economy.

The construction of a franchise entrepreneurship decision model: The example of convenience store chains in Taiwan

“…Ozgen and Baron (2007) and Brahem and Boussema (2022) examined opportunity recognition at the network relationship level. Their paper suggested that information obtained through social relationships (e.g., strong and weak links and information access channels) helps individuals to identify entrepreneurial opportunities.…”

“…Their paper suggested that information obtained through social relationships (e.g., strong and weak links and information access channels) helps individuals to identify entrepreneurial opportunities. In addition, Ondiba and Matsui (2019), Shabsough et al (2021), andBrahem andBoussema (2022) found that while social ties aid individuals at identifying entrepreneurial opportunities, different genders have different socialization experiences that can develop and validate their business opportunities in different ways. Some scholars have evaluated opportunity recognition at the level of entrepreneurial alertness (Chen et al, 2007;Tang et al, 2012;Zanella et al, 2019).…”

Impact of social media participation on female entrepreneurs towards their digital entrepreneurship intention and psychological empowerment

“…In this digital era, female entrepreneurs focus on the platform of Facebook to build a strong customer base without occurring much expenses. Further, this social media platform remains attractive and formal among female entrepreneurs (Brahem and Boussema, 2022).…”

Digitalização de Negócios: Vantagens e Desvantagens do Empreendedorismo Informal

“…8 Num estudo realizado pela Comissão Europeia, "Digital Economy & Society in the U.E. 2018" (Brahem & Boussema, 2022), conclui-se que o número de compradores online tem vindo a aumentar, 68% dos inquiridos revela ter comprado online no último ano, O nível de qualificações também foi um fator determinante no perfil dos consumidores online europeus. Apenas 47% dos inquiridos, com baixas qualificações académicas, efetuaram compras online, em contrapartida, 82% dos inquiridos, com grau académico superior, afirmaram ter comprado online em 2017.…”

“…O empreendedorismo nos meios de comunicação social deve ser tratado como uma forma distinta de empreendedorismo (Brahem & Boussema, 2022). Devido às suas especificidades distingue-se dos modelos clássicos de empreendedorismo e distingue-se também de outros tipos de empreendedorismo que utilizam tecnologias semelhantes.…”