Merchandising/Marketing/Retailing: Management

Live Mannequin: Exploring Female Fashion Entrepreneurs on Facebook Live in the Context of a Developing Country

Authors: Mahin Akter (Bangladesh University of Textiles) , Md Arif Iqbal (California State Polytechnic University, Pomona) , Jin Su (Univeristy of North Carolina at Greensboro) , Effat Hasan Mahdi (Bangladesh University of Textiles) , Jannatul Ferdous (Bangladesh University of Textiles)

Abstract

Entrepreneurship plays a pivotal role in sustainable development and poverty reduction by creating job opportunities and supporting youth and women. Despite the rise of online female entrepreneurs in Bangladesh, academic research related to online female entrepreneurs is very limited in the context of Bangladesh. This study aims to understand the motivation,challenges, and impact of small fashion business entrepreneurs who grow their businesses through Facebook Live. An in-depth interview (qualitative approach) with a purposive sample approach was used to accomplish the goal of this research. The themes that emerged during the data analysis were organized according to the motivations, challenges, and impacts of the female fashion entrepreneurs on Facebook Live. This study contributes to the literature on how technology influences small female entrepreneurs in Bangladesh.

Keywords: Fashion entrepreneurship, Facebook Live, Female entrepreneur, Social media

How to Cite: Akter, M. , Iqbal, M. , Su, J. , Mahdi, E. & Ferdous, J. (2024) “Live Mannequin: Exploring Female Fashion Entrepreneurs on Facebook Live in the Context of a Developing Country”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17369