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

Author

Listed:
  • 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)

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.

Suggested Citation

  • C. Peters & J. B. Thomas & E. Dille, 2023. "An Exploratory Examination of the Mompreneur and Multi-Level Marketing: What Does She Do and Why Does She Do It?," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 31(01), pages 47-76, March.
    • Handle: RePEc:wsi:jecxxx:v:31:y:2023:i:01:n:s0218495823500024
    DOI: 10.1142/S0218495823500024
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