Rebel, Reverse or Relent : How Female Entrepreneurs Develop Communication Strategies on Social Media to Handle Gender Role Stereotypes

DOI zum Zitieren der Version auf EPub Bayreuth: https://doi.org/10.15495/EPub_UBT_00008849
URN to cite this document: urn:nbn:de:bvb:703-epub-8849-0

Title data

Albrecht, Nadine ; Franzke, Sonja ; Baum, Matthias ; Isidor, Rodrigo:
Rebel, Reverse or Relent : How Female Entrepreneurs Develop Communication Strategies on Social Media to Handle Gender Role Stereotypes.
In: European Management Journal. (8 July 2025) .
ISSN 0263-2373
DOI der Verlagsversion: https://doi.org/10.1016/j.emj.2025.07.002

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Abstract

While entrepreneurs can shape how stakeholders perceive them, female entrepreneurs face communication challenges, as they must navigate their conflicting roles as women and entrepreneurs. Drawing on role congruity theory, expectancy violations theory, and arguments rooted in communication theory, we conducted 47 interviews with 35 female entrepreneurs and used 825 Instagram posts to analyze how female entrepreneurs develop communication strategies on social media. Emerging from the data, we reveal three distinct communication strategies (rebel, reverse, or relent) and explore how and why female entrepreneurs develop these communication strategies. We find that female entrepreneurs constantly balance intra-individual considerations between their roles as women and entrepreneurs with perceived societal pressures to conform or violate gender role stereotypes. Our findings bridge entrepreneurship, communication, and gender role literature and add to research on female entrepreneurs' communication choices in the digital realm.

Further data

Item Type:	Article in a journal
Keywords:	Communication; Female Entrepreneurship; Gender; Social Media
DDC Subjects:	300 Social sciences > 330 Economics
Institutions of the University:	Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration IV - Human Resource Management and Intrapreneurship Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration IV - Human Resource Management and Intrapreneurship > Chair Business Administration IV - Human Resource Management and Intrapreneurship - Univ.-Prof. Dr. Rodrigo Isidor 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 Faculties Faculties > Faculty of Law, Business and Economics Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Language:	English
Originates at UBT:	Yes
URN:	urn:nbn:de:bvb:703-epub-8849-0
Date Deposited:	03 Feb 2026 15:18
Last Modified:	03 Feb 2026 20:38
URI:	https://epub.uni-bayreuth.de/id/eprint/8849

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