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

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  • 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
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    References listed on IDEAS

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    2. 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.
    3. 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).
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