IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v16y2024i3p991-998.html

Factors Influencing the Career Advancement of Malaysian Women Homepreneurs on the TikTok Platform

Author

Listed:
  • Nor Faradhila Md Nor
  • Siti Rahayu Ismail
  • Norasekin Abd Rashid

Abstract

Entrepreneurship significantly contributes to economic growth, with recent studies highlighting the rise of female entrepreneurs who challenge traditional business roles by becoming "homepreneurs." The current research focuses on Malaysian women homepreneurs using TikTok, a platform that has transformed from entertainment to a vital business tool, facilitating unique career advancement opportunities. This study aims to explore the impact of digital marketing skills, product quality, customer engagement, and understanding of TikTok's algorithm on the career advancement of Malaysian women homepreneurs. In the quantitative study focusing on the career advancement of Malaysian women homepreneurs using TikTok, the methodology incorporated structured questionnaires to assess the relationships between key variables. The data was collected from 400 participants via Google Forms, leveraging a purposive sampling technique to ensure a representative sample of women homepreneurs active on TikTok. The statistical analysis revealed that while digital marketing skills and customer engagement did not significantly impact career advancement on TikTok, a thorough understanding of the platform's algorithm was strongly associated with career progression. Conversely, the results indicate that product quality was negatively significant in driving career advancement for Malaysian women homepreneurs on TikTok. This study highlights the need for targeted strategies focusing on product excellence and deep comprehension of platform algorithms to effectively leverage TikTok for career development.

Suggested Citation

  • Nor Faradhila Md Nor & Siti Rahayu Ismail & Norasekin Abd Rashid, 2024. "Factors Influencing the Career Advancement of Malaysian Women Homepreneurs on the TikTok Platform," Information Management and Business Review, AMH International, vol. 16(3), pages 991-998.
    • Handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:991-998
    DOI: 10.22610/imbr.v16i3S(I)a.4187
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/4187/2789
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/4187
    Download Restriction: no
    File URL: https://libkey.io/10.22610/imbr.v16i3S(I)a.4187?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
    ---><---

    References listed on IDEAS

    as
    1. Y. Dwivedi & E. Ismagilova & L. Hughes & J. Carlson & R. Filieri & J. Jacobson & V. Jain & H. Karjaluoto & H. Kefi & A. S. Krishen & V. Kumar & M. Rahman & R. Raman & P. Rauschnabel & J. Rowley & J. S, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," Post-Print hal-04713688, HAL.
    2. Dwivedi, Yogesh K. & Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie & Filieri, Raffaele & Jacobson, Jenna & Jain, Varsha & Karjaluoto, Heikki & Kefi, Hajer & Krishen, Anjala S. & Kumar, Vikra, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, Elsevier, vol. 59(C).
    3. Ninik Sri Rahayu & Masduki & E. R. Nur Ellyanawati, 2023. "Women entrepreneurs’ struggles during the COVID-19 pandemic and their use of social media," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-17, December.
    Full references (including those not matched with items on IDEAS)

    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. Uddin, Mohiy & Siddiqui, Danish Ahmed, 2026. "How Societal and Individual Diversity Affect Brand Equity of High Versus Low Involvement Products," EconStor Preprints 341074, ZBW - Leibniz Information Centre for Economics.
    2. Adrien Vasseur-Tremblay & Christophe M. Elie-Dit-Cosaque, 2025. "Integrating user experience into the development of company-generated content on social media: the role of affordances [Intégration de l'expérience utilisateur dans l'élaboration des contenus générés par l'entreprise sur les médias sociaux : le rô," Post-Print hal-05320080, HAL.
    3. Raghavendra Prasanna Kumar & Arindam Banerjee & Zahran Al-Salti & S. Ananda, 2024. "Technology acceptance model and customer engagement: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1062-1076, September.
    4. Abdulwahed Nasser M Alharkan & Edyta Wolny-Abouelwafa & Ashwaq Althowibi & Hana Khalid Alhumaid & Amera Alharbi & Haifa Alghamdi & Shahla Abu Zahra, 2024. "Exploring EFL Teachers’ Perspectives on the Role of Social Media for Building Trust in the Workplace," World Journal of English Language, Sciedu Press, vol. 14(6), pages 405-405, November.
    5. Ariana Polyviou & Ilias O. Pappas, 2023. "Chasing Metaverses: Reflecting on Existing Literature to Understand the Business Value of Metaverses," Information Systems Frontiers, Springer, vol. 25(6), pages 2417-2438, December.
    6. Cornelia-Rodica Jude & Ivona Rapan, "undated". "How Do (AI) Chatbots Shape Consumer Behavior Throughout the Entire Customer Journey? A Systematic Literature Review," BASIQ Conference Proceedings 2024:078, Bucharest University of Economic Studies.
    7. Norhidayah Ali & Suhaida Abu Bakar & Rini Lestari, 2025. "From Responsivity to Retention: Unpacking the Role of Timely Engagement in Customer Loyalty," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 494-507, April.
    8. Ermos Michael Jama & Bupe Getrude Mwanza & Prof. Erastus Mishengu Mwanaumo, 2024. "E-procurement Adoption Barriers encountered by Small and Medium-sized Enterprises (SMEs) in the Republic of South Sudan," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 4(1).
    9. Mahesh D & Dr. Kruti Vaibhav Dave, 2026. "The Digital Shift: Social Media Marketing, Consumer Behaviour, and Brand Loyalty in India," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 13(4), pages 1948-1955, April.
    10. Hamid Etemad, 2025. "Re-strategizing frameworks: SMEs’ search for optimal performance strategies when facing challenges of instability, global change, and emerging restrictions," Journal of International Entrepreneurship, Springer, vol. 23(2), pages 245-271, June.
    11. Azeez Damilola Amidat & Akanji Oluwaseun Joseph & Ewetumo Damilola Awele & Eweyeju Oluwadunsin Rachel, 2026. "Digital Advertising Dynamics and Consumer Purchase Intention: A Comprehensive Analysis of Smartphone Users in Ogbomoso, Oyo State, Nigeria," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 13(6), pages 794-803, June.
    12. Sichinga, Cornelius & Chungu, Kelly, 2026. "Adoption Without Strategy: The Strategy Implementation Gap in SME Digital Marketing in Zambia's Secondary Cities," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(4).
    13. Totok Haryanto & Budhi Haryanto, 2025. "How Do YouTube Ads Shape Consumer Decisions? (Empirical Study on Gen-Z)," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 87-106.
    14. Zhang Ling & Arif @ Kamisan Pusiran & Fatma Zohra Chekima & Brahim Chekima, 2026. "The Impact of Short Video Marketing on Hotel Consumers’ Reservation Intention: Empirical Evidence from the Chinese Market," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(4), pages 3957-3962, April.
    15. Dang-Van, Thac & Doan, Linh T.M. & Huynh, Quintessa, 2026. "Psychological pathways from fake reviews to consumer switching in e-tailing: a cross-cultural analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    16. Ricardo Costa-Climent & Samuel Ribeiro Navarrete & Darek M. Haftor & Marcin W. Staniewski, 2024. "Correction to: Value creation and appropriation from the use of machine learning: a study of start‑ups using fuzzy‑set qualitative comparative analysis," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 2451-2452, September.
    17. Alexandra RADU & Mihaela HERCIU, 2025. "Data Analytics, Decision-Making Process And Business Performance: A Bibliometric Analysis," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 20(2), pages 292-313, August.
    18. repec:zib:zbmbmj:v:3:y:2023:i:2:p:84-92 is not listed on IDEAS
    19. Mariya Ali & Asad Ahmad & Sadaf Siraj & Dag Øivind Madsen, 2025. "A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour," Future Business Journal, Springer, vol. 11(1), pages 1-13, December.
    20. Park, Keeyeon Ki-cheon & Kim, Jong Min & Mariani, Marcello, 2025. "The dual role of video-based eWOM in an online digital environment," Journal of Business Research, Elsevier, vol. 201(C).
    21. Swarnalata Bambhore & Ravindra Gharpure & Rahul Mohare, 2026. "Beyond the Black Box: An Analytical Study of AI-Generated Content's Impact on Consumer Engagement and Ethical Co-Creation Issues in Maharashtra, India," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(19), pages 73-82, February.

    More about this item

    Statistics

    Access and download statistics

    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:rnd:arimbr:v:16:y:2024:i:3:p:991-998. 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: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    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.