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.