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Journal of Contemporary Management

versão On-line ISSN 1815-7440

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MAKOLA, Zamandlovu Sizile. Mumpreneurs' experiences of combining motherhood and entrepreneurship: A netnographic study. JCMAN [online]. 2022, vol.19, n.1, pp.1-20. ISSN 1815-7440.  http://dx.doi.org/10.35683/jcm20129.139.

BACKGROUND: The mumpreneur phenomenon has been growing globally, warranting new research from different contexts because most related studies have been conducted in western countriesPURPOSE OF STUDY: There is a gap in our understanding of the experiences faced by mumpreneurs in South Africa (SA). Therefore, this study explores the experiences of South African mumpreneurs in combining motherhood and entrepreneurshipDESIGN/METHODOLOGY/APPROACH: This study is qualitative; it uses a netnographic approach (a form of ethnographic data collection undertaken via the Internet). The data were collected from a South African blog and analysed thematicallyRESULTS/FINDINGS: The study found that mumpreneurs across the globe face similar experiences: challenges of starting a business, managing their work-life balance, and their sources of support. The differences in experiences come from the use of domestic workers in managing work-life balance challenges and dependence on personal qualities such as perseverance and self-belief. The differences in the experiences of the mumpreneurs are attributed to the various socio-economic and socio-cultural environments to which they are exposedMANAGERIAL IMPLICATION: The findings of this study have implications for theory and practice. Theoretically the study used netnography, a less commonly used research approach in understanding entrepreneurial realities. In terms of practice, the findings from this study indicate the need for institutional support from stakeholders such as the governments, financial institutions, and business development agencies for mumpreneurs to grow their businesses. Mumpreneurs have indicated the business areas where they need assistance; these include financial acumen, cash flow management, marketing, and brand development. Therefore, the stakeholders need to provide programmes and strategies to assist and support mumpreneurs in these business areasJEL CLASSIFICATION: L26

Palavras-chave : Entrepreneurs; Motherhood; Mumpreneurs; Netnography; South Africa; Working mothers.

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