Female entrepreneurship on TikTok: an exploratory analysis

an exploratory analysis

Authors

DOI:

https://doi.org/10.18568/cmc.2026.e3104

Keywords:

female entrepreneurship, TikTok, microentrepreneurs, digital influencers, social media

Abstract

This study investigated how Brazilian microentrepreneurs use social media, particularly TikTok, in their businesses. Based on an exploratory and qualitative approach, in-depth interviews were conducted with microentrepreneurs. A new entrepreneurial profile was observed — simultaneously a craftswoman of her product and an architect of her public image. This integrated role responds to the algorithmic and commercial demands of social media, redefining contemporary practices of female microentrepreneurship. This study addresses gaps identified in the literature by exploring the impacts of the interdependencies between entrepreneurship, information and communication technologies, and gender in entrepreneurial dynamics.

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Author Biographies

Gabrielle Dias Mattos, Escola Superior de Propaganda & Marketing

Mestre em Economia Criativa, Estratégia e Inovação pela Escola Superior de Propaganda e Marketing (ESPM). Graduada em Comunicação Social com habilitação em Publicidade e Propaganda na Universidade do Grande Rio (UNIGRANRIO), também possui especialização em Marketing e Design Digital na ESPM e em Jornalismo Digital pela UNYLEA. E-mail: gabrielle_diias@hotmail.com

Marco Aurelio de Souza Rodrigues, Escola Superior de Propaganda & Marketing

Doutor e mestre em Administração pelo COPPEAD/UFRJ, com intercâmbio na Wharton School (University of Pennsylvania). Possui MBA em Marketing pela FGV-RJ e graduação em Comunicação Social pela UFRJ. Docente do Programa de Pós-Graduação em Economia Criativa, Estratégia e Inovação da ESPM-RJ, onde coordena o Laboratório de Inovação, Informação e Interação. E-mail: marco.rodrigues@espm.br

Tânia Maria de Oliveira Almeida Gouveia, Universidade do Estado do Rio de Janeiro

Holds a Ph.D. in Business Administration from EBAPE/FGV. She is an associate professor at the Faculty of Administration and Finance at UERJ and an adjunct professor at ESPM Rio. At UERJ, she is a research faculty member in the areas of Research Methodology and Qualitative Methodology in the Professional Master’s Program in Controllership and Public Management, the Academic Master’s Program in Accounting Sciences, and the Professional Master’s Program in Telehealth and Digital Health. E-mail: tania.almeida@ctgouveia.com.br

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Published

2026-06-01

How to Cite

Dias Mattos, G., de Souza Rodrigues, M. A., & de Oliveira Almeida Gouveia, T. M. (2026). Female entrepreneurship on TikTok: an exploratory analysis: an exploratory analysis. Comunicação Mídia E Consumo, 23, e3104. https://doi.org/10.18568/cmc.2026.e3104

Issue

Vol. 23 (2026): Continuous Publication - Jan./Dec.

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Artigos

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Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.