IDEAS home Printed from https://ideas.repec.org/a/spr/elmark/v32y2022i3d10.1007_s12525-021-00487-y.html
   My bibliography  Save this article

Social commerce affordances for female entrepreneurship: the case of Facebook

Author

Listed:
  • Sonia Camacho

    (Universidad de Los Andes)

  • Andrés Barrios

    (Universidad de Los Andes)

Abstract

Social media have provided individuals with the opportunity to sell and buy products without a third-party mediation. This type of social commerce gained popularity in developing countries, becoming an opportunity for female entrepreneurs’ economic development amid multifarious patriarchal institutional barriers. This study proposes the affordances concept as analytical lens to better understand how these female digital subsistence entrepreneurs use social media features to develop their business. Empirical evidence is provided by analyzing a group of women in a developing country that has used Facebook as their marketplace. Findings illustrate how different affordances emerge to achieve participants’ progressive entrepreneurial goals, as well as the technological features that support them. These findings contribute to theory and practice of electronic markets by providing a comprehensive understanding of digital subsistence entrepreneurs’ interaction with social media features for entrepreneurial purposes.

Suggested Citation

  • Sonia Camacho & Andrés Barrios, 2022. "Social commerce affordances for female entrepreneurship: the case of Facebook," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1145-1167, September.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:3:d:10.1007_s12525-021-00487-y
    DOI: 10.1007/s12525-021-00487-y
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12525-021-00487-y
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12525-021-00487-y?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Helen M. Haugh & Alka Talwar, 2016. "Linking Social Entrepreneurship and Social Change: The Mediating Role of Empowerment," Journal of Business Ethics, Springer, vol. 133(4), pages 643-658, February.
    2. Viswanathan, Madhu & Sridharan, Srinivas & Ritchie, Robin, 2010. "Understanding consumption and entrepreneurship in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 63(6), pages 570-581, June.
    3. Autio, Erkko & Kenney, Martin & Mustar, Philippe & Siegel, Don & Wright, Mike, 2014. "Entrepreneurial innovation: The importance of context," Research Policy, Elsevier, vol. 43(7), pages 1097-1108.
    4. Dong, Xueyan & Wang, Tienan, 2018. "Social tie formation in Chinese online social commerce: The role of IT affordances," International Journal of Information Management, Elsevier, vol. 42(C), pages 49-64.
    5. Sarah Bayer & Henner Gimpel & Daniel Rau, 2021. "IoT-commerce - opportunities for customers through an affordance lens," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 27-50, March.
    6. Hajli, Nick & Sims, Julian & Zadeh, Arash H. & Richard, Marie-Odile, 2017. "A social commerce investigation of the role of trust in a social networking site on purchase intentions," Journal of Business Research, Elsevier, vol. 71(C), pages 133-141.
    7. Scott Shane, 2000. "Prior Knowledge and the Discovery of Entrepreneurial Opportunities," Organization Science, INFORMS, vol. 11(4), pages 448-469, August.
    8. Crittenden, Victoria L. & Crittenden, William F. & Ajjan, Haya, 2019. "Empowering women micro-entrepreneurs in emerging economies: The role of information communications technology," Journal of Business Research, Elsevier, vol. 98(C), pages 191-203.
    9. Xiaolin Lin & Mauricio Featherman & Stoney L. Brooks & Nick Hajli, 2019. "Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective," Information Systems Frontiers, Springer, vol. 21(5), pages 1187-1201, October.
    10. Trujillo, Carlos A. & Barrios, Andrés & Camacho, Sonia M. & Rosa, José Antonio, 2010. "Low socioeconomic class and consumer complexity expectations for new product technology," Journal of Business Research, Elsevier, vol. 63(6), pages 538-547, June.
    11. Susan Marlow & Dean Patton, 2005. "All Credit to Men? Entrepreneurship, Finance, and Gender," Entrepreneurship Theory and Practice, , vol. 29(6), pages 717-735, November.
    12. Ananda Das Gupta, 2014. "Social Impact Management," India Studies in Business and Economics, in: Business Ethics, edition 127, chapter 0, pages 189-195, Springer.
    13. Thomas Friedrich & Sebastian Schlauderer & Sven Overhage, 2021. "Some things are just better rich: how social commerce feature richness affects consumers’ buying intention via social factors," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 159-180, March.
    14. Catherine Baethge & Julia Klier & Mathias Klier, 2016. "Social commerce—state-of-the-art and future research directions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 269-290, August.
    15. Justo, Rachida & DeTienne, Dawn R. & Sieger, Philipp, 2015. "Failure or voluntary exit? Reassessing the female underperformance hypothesis," Journal of Business Venturing, Elsevier, vol. 30(6), pages 775-792.
    16. Thompson, Craig J & Locander, William B & Pollio, Howard R, 1989. "Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 133-146, September.
    17. Vishal K. Gupta & Daniel B. Turban & S. Arzu Wasti & Arijit Sikdar, 2009. "The Role of Gender Stereotypes in Perceptions of Entrepreneurs and Intentions to Become an Entrepreneur," Entrepreneurship Theory and Practice, , vol. 33(2), pages 397-417, March.
    18. Magnus Holmén & Thaw Tar Min & Emilia Saarelainen, 2011. "Female Entrepreneurship In Afghanistan," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 16(03), pages 307-331.
    19. Busalim, Abdelsalam H. & Hussin, Ab Razak Che, 2016. "Understanding social commerce: A systematic literature review and directions for further research," International Journal of Information Management, Elsevier, vol. 36(6), pages 1075-1088.
    20. Neil Hair & Lyle R. Wetsch & Clyde Eiríkur Hull & Victor Perotti & Yu-Ting Caisy Hung, 2012. "Market Orientation In Digital Entrepreneurship: Advantages And Challenges In A Web 2.0 Networked World," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 9(06), pages 1-18.
    21. Jonathan Donner & Marcela X. Escobari, 2010. "A review of evidence on mobile use by micro and small enterprises in developing countries," Journal of International Development, John Wiley & Sons, Ltd., vol. 22(5), pages 641-658.
    22. Krasnova, Hanna & Veltri, Natasha & Eling, Nicole & Buxmann, Peter, 2017. "Why men and women continue to use social networking sites: The role of gender differences," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 87720, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    23. Cliff, Jennifer E., 1998. "Does one size fit all? exploring the relationship between attitudes towards growth, gender, and business size," Journal of Business Venturing, Elsevier, vol. 13(6), pages 523-542, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rainer Alt, 2022. "Electronic Markets on platform culture," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1019-1031, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Watson, John & Stuetzer, Michael & Zolin, Roxanne, 2017. "Female underperformance or goal-oriented behavior?," MPRA Paper 88403, University Library of Munich, Germany.
    2. Ioannis Giotopoulos & Alexandra Kontolaimou & Aggelos Tsakanikas, 2017. "Drivers of high-quality entrepreneurship: what changes did the crisis bring about?," Small Business Economics, Springer, vol. 48(4), pages 913-930, April.
    3. Yogesh K Dwivedi & Elvira Ismagilova & Prianka Sarker & Anand Jeyaraj & Yassine Jadil & Laurie Hughes, 2023. "A Meta-Analytic Structural Equation Model for Understanding Social Commerce Adoption," Information Systems Frontiers, Springer, vol. 25(4), pages 1421-1437, August.
    4. Lakshmi Balachandra & Tony Briggs & Kim Eddleston & Candida Brush, 2019. "Don’t Pitch Like a Girl!: How Gender Stereotypes Influence Investor Decisions," Entrepreneurship Theory and Practice, , vol. 43(1), pages 116-137, January.
    5. Kimberly A. Eddleston & Jamie J. Ladge & Cheryl Mitteness & Lakshmi Balachandra, 2016. "Do you See what I See? Signaling Effects of Gender and Firm Characteristics on Financing Entrepreneurial Ventures," Entrepreneurship Theory and Practice, , vol. 40(3), pages 489-514, May.
    6. Gina Santos & Carla Susana Marques & João J. Ferreira, 2018. "A look back over the past 40 years of female entrepreneurship: mapping knowledge networks," Scientometrics, Springer;Akadémiai Kiadó, vol. 115(2), pages 953-987, May.
    7. M. Awais Shakir Goraya & Zhu Jing & Mahmud Akhter Shareef & Muhammad Imran & Aneela Malik & M. Shakaib Akram, 2021. "An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 181-195, March.
    8. Wu, Wei & Wang, Sihang & Ding, Guanqi & Mo, Jinfei, 2023. "Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    9. Hsu, Dan K. & Shinnar, Rachel S. & Anderson, Stella E., 2019. "‘I wish I had a regular job’: An exploratory study of entrepreneurial regret," Journal of Business Research, Elsevier, vol. 96(C), pages 217-227.
    10. Hsu, Dan K. & Burmeister-Lamp, Katrin & Simmons, Sharon A. & Foo, Maw-Der & Hong, Michelle C. & Pipes, Jesse D., 2019. "“I know I can, but I don't fit”: Perceived fit, self-efficacy, and entrepreneurial intention," Journal of Business Venturing, Elsevier, vol. 34(2), pages 311-326.
    11. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    12. Jinjie Li & Jiayin Qi & Lianren Wu & Nan Shi & Xu Li & Yuxin Zhang & Yinyin Zheng, 2021. "The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO," IJERPH, MDPI, vol. 18(22), pages 1-19, November.
    13. Francesca Maria Cesaroni & Francesca Lotti & Paolo Emilio Mistrulli, 2013. "Female firms and banks� lending behaviour: what happened during the great recession?," Questioni di Economia e Finanza (Occasional Papers) 177, Bank of Italy, Economic Research and International Relations Area.
    14. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2022. "Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage," Sustainability, MDPI, vol. 14(22), pages 1-14, November.
    15. John R. Becker–Blease & Jeffrey E. Sohl, 2011. "The Effect of Gender Diversity on Angel Group Investment," Entrepreneurship Theory and Practice, , vol. 35(4), pages 709-733, July.
    16. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
    17. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Liébana-Cabanillas, Francisco, 2021. "Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Hmieleski, Keith M. & Sheppard, Leah D., 2019. "The Yin and Yang of entrepreneurship: Gender differences in the importance of communal and agentic characteristics for entrepreneurs' subjective well-being and performance," Journal of Business Venturing, Elsevier, vol. 34(4), pages 709-730.
    19. Diana M. Hechavarría & Amy E. Ingram, 2019. "Entrepreneurial ecosystem conditions and gendered national-level entrepreneurial activity: a 14-year panel study of GEM," Small Business Economics, Springer, vol. 53(2), pages 431-458, August.
    20. Enrique Claver-Cortés & Bartolomé Marco-Lajara & Pedro Seva-Larrosa & Lorena Ruiz-Fernández & Eduardo Sánchez-García, 2020. "Explanatory Factors of Entrepreneurship in Food and Beverage Clusters in Spain," Sustainability, MDPI, vol. 12(14), pages 1-22, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:elmark:v:32:y:2022:i:3:d:10.1007_s12525-021-00487-y. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.