Empreendedorismo feminino nas mídias sociais: uma análise do TikTok

• Ano de defesa: 2024
• Autor(a) principal: Mattos, Dias Gabrielle
• Orientador(a): Rodrigues, Marco Aurelio de Souza
• Banca de defesa: Contino, Joana , Almeida, Tânia Maria de Oliveira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Economia Criativa, Estratégia e Inovação
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Empreendedorismo Feminino; Mídias Sociais; TikTok; Economia Criativa; Revisão Sistemática
• Palavras-chave em Inglês: Female Entrepreneurship; Social Media; TikTok; Creative Economy; Systematic Review
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ECONOMIA
• Link de acesso: http://tede2.espm.br/handle/tede/810

This study investigates female entrepreneurship on social media with the aim of identifying how micro-entrepreneurs utilize TikTok in their ventures. To achieve this objective, a systematic literature review was initially conducted following the “PRISMA” guidelines. The research was carried out in the "Scopus" and "Web of Science" databases, resulting in a final selection of 18 documents. The content analysis of these documents revealed four macro-categories on how women entrepreneurs use social media: Social Capital, Training, Empowerment, and Management Challenges. Based on these macro-categories identified in the literature, a semi-structured script was developed, which guided the conduct of 10 in-depth interviews with micro-entrepreneurs to answer the research question of this study. The interview results corroborated the previously identified macro-categories, demonstrating that entrepreneurs use TikTok to acquire social capital, training, and empowerment, as well as to face management challenges. Additionally, two new categories emerged from the interviews: "Knowledge Reproduction" and "Content Production for Social Media". These new categories highlight additional nuances in the "Training" and "Management Challenges" macro-categories, respectively, enriching the understanding of how micro-entrepreneurs use TikTok and expanding the scope of the literature on entrepreneurship on social media