Personal branding challenges of women entrepreneurs in the digital world: An analysis based on interpretive phenomenology

Document Type : Management & Entrepreneurship

Authors

1 Assistant Professor, Department of Management, Faculty of Management and Accounting, Hazrat-e Masoumeh University, Qom, Iran.

2 Associate Professor, Department of Management, Faculty of Management and Accounting, Hazrat-e Masoumeh University, Qom, Iran.

3 Graduate, Master's Degree, Electronic Commerce, Hazrat-e Masoumeh University, Qom, Iran.

Abstract

Digital transformation has reshaped the landscape of women’s entrepreneurship in developing countries. By improving personal branding, digital platforms have empowered women to overcome stereotypes, increase visibility, and succeed in the tech industry and home-based businesses. In today’s competitive markets, digital personal branding is a vital tool for women entrepreneurs. However, entering this space presents challenges. This study identifies these challenges and proposes practical solutions for women entrepreneurs. The study uses a qualitative approach, conducting semi-structured interviews with 13 female entrepreneurs active in the digital field to gather relevant data. Interpretive phenomenology was employed to analyze the data, providing a deeper understanding of these women’s lived experiences with digital personal branding and clarifying their challenges. Findings reveal that women entrepreneurs face four main challenges in digital personal branding: technical (poor infrastructure, limited access, platform complexity), socio-cultural (gender stereotypes, social restrictions, security threats), personal-family (work-life imbalance, insufficient skills, low self-confidence), and financial-legal. While personal branding is crucial for women’s success in the digital space, they encounter more obstacles than men. These challenges are grouped into four categories: technical, socio-cultural, personal-family, and financial-legal. This study offers nine practical solutions, including three macro-level policy initiatives and six individual strategies, to help women overcome these barriers and manage their personal brands more effectively.

Keywords

Main Subjects

References

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History

  • Receive Date: 19 February 2025
  • Revise Date: 02 May 2025
  • Accept Date: 27 May 2025

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