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Rebel or Relent : Matching Female Entrepreneurs’ Self-Presentation to Recipients’ Perceptions

Title data

Albrecht, Nadine ; Franzke, Sonja:
Rebel or Relent : Matching Female Entrepreneurs’ Self-Presentation to Recipients’ Perceptions.
In: Academy of Management Proceedings. Vol. 2022 (2022) Issue 1 .
ISSN 2151-6561
DOI: https://doi.org/10.5465/AMBPP.2022.15961abstract

Official URL: Volltext

Abstract in another language

Entrepreneurs have the ability to actively manage stakeholders’ perceptions of them, influencing whether they are seen as successful or not (Nagy, Pollack, Rutherford, & Lohrke, 2012; Davis, Hmieleski, Webb, & Coombs, 2017). For female entrepreneurs this is a crucial aspect in building their businesses, as they need to more strongly communicate their legitimacy to overcome inherent gender biases especially on social media that can negatively influence their businesses (Alsos & Ljunggren, 2017). Thus, it is vital to better understand how female entrepreneurs develop successful communication strategies and how these (mis-)match with the perceptions of key stakeholders, furthering our understanding of successful female-owned businesses. Drawing on role congruity theory and choosing a theory-building approach to data analysis (Glaser & Strauss, 1967), we conducted 20 semi-structured interviews with female entrepreneurs as well as their key stakeholders (data collection ongoing). Results show two main strategies that female entrepreneurs choose for their social media self-presentation: to rebel or to relent. A comparison of sender intentions and receiver perceptions revealed strong (mis-)matches. We expand role congruity theory (Eagly & Karau, 2002) by developing a holistic model of female entrepreneurs’ communication strategies on social media to cope with perceived incongruity.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Women in Management; Roles; Qualitative Research Methods
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XVI
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XVI > Chair Business Administration XVI - Univ.-Prof. Dr. Matthias Baum
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 08 Aug 2022 08:26
Last Modified: 08 Aug 2022 08:26
URI: https://eref.uni-bayreuth.de/id/eprint/69690