An Exploratory Examination of the Mompreneur and Multi-Level Marketing: What Does She Do and Why Does She Do It?

C. Peters, J. B. Thomas () and E. Dille ()
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C. Peters: Winthrop University, 701 Oakland Avenue, Rock Hill, SC 29733, USA
J. B. Thomas: Winthrop University, 701 Oakland Avenue, Rock Hill, SC 29733, USA
E. Dille: Winthrop University, 701 Oakland Avenue, Rock Hill, SC 29733, USA

Journal of Enterprising Culture (JEC), 2023, vol. 31, issue 01, 47-76

Abstract: The number of small businesses owned by women in the United States is on the rise, due to a variety of reasons. One business model, which is attractive to mothers who lead busy lives, is multi-level marketing. The purpose of this study is to examine the motives of mompreneurs and gain a better understanding of their experiences with the multi-level marketing business model. Data collection involved both a survey and phenomenological interviews. The results identified a variety of motivations for engaging in multi-level marketing, ranging from economic to brand relationships. The women utilised social media tools to access their social capital in order to advertise and sell products to a large network of other women. Moreover, they received significant support from their family and friends related to their business. Several success factors and challenges were identified, as was a finding related to the serial nature of multi-level marketing business ownership. Theoretical and managerial implications are discussed.

Keywords: Mompreneurs; women entrepreneurs; multi-level marketing; motivations; social capital (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1142/S0218495823500024

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