ارائه الگویی برای نقش زنان اینفلوئنسر رسانه‌های اجتماعی در توسعه کارآفرینی

Objective: Social media has provided significant opportunities for individuals to pursue entrepreneurial endeavors. An emerging phenomenon is the increasing number of women becoming social media influencers and acting as a driving force in the entrepreneurial landscape. Unlike celebrities, influencers use their personal lives to connect with their audience and can create a sense of relatability. As a result, social media influencers have become a significant force that drives public opinion through their vast networks of followers. This issue has created significant opportunities for public relations and advertising companies. Marketers have realized this and are actively integrating social media influencers into the mainstream of their marketing activities to reach potential customers. This has effectively legitimized women social media influencers as business owners and entrepreneurs. The phenomenon of social media influencers has enabled many people, especially women, to engage in entrepreneurial activities. Women especially dominate the social media influencer community, making up influencers in the areas of food, travel, fashion, leisure time, entertainment, and the environment. This research was conducted with the aim of investigating the role of influential women on social media in the development of entrepreneurship and presenting a model.
 
Method: This research, from the perspective of the fundamental goal and based on the qualitative method (data base theory), while using information gathering tools and semi-structured interviews with 13 experts and knowledgeable experts in this field and social media for reaching the point of theoretical saturation was analyzed according to the open, central and selective coding method of the research topic. The interview protocol has been designed based on preliminary studies, the research problem of preliminary interviews with the approval of professors and the initial review of the theoretical foundations of the research. The total number of codes recorded by the researcher is 52 and the total number of agreements between the codes is 25. Inter-coder reliability for the interviews conducted in this research using the mentioned formula is equal to 73%. Considering that the reliability level is more than 60%, the reliability of the coding was confirmed and it can be claimed that the reliability level of the current interview analysis is appropriate. In order to ensure the validity of the research, it was tried to be a statistical sample of people who have the necessary knowledge and expertise in the field of research and also to minimize the intervention of researchers in the research. After the implementation, the findings of the interviews were given to the participants (interviewees) to express their opinions about their accuracy and precision.
 
Results: The research findings show that at the end of the open coding process, 147 concepts were labeled. At the end of the open coding phase, the primary concepts were examined, analyzed and categorized to identify subcategories. Based on this, finally, 25 subcategories were extracted from 147 open codes. In the continuation of the formation of the database theory, coding of concepts was considered and key and central concepts were selected to identify sub-categories using induction comparison and reference to the research literature. At the end of the axial coding phase, 12 main categories were identified. The classification of the obtained results is focused on the design of the model, and this model has six main codes: Causal conditions include (independence and self-sufficiency of women, social freedom and the extent of influence of the media), background conditions including (influence and power of influencers, convergent infrastructures), intervening conditions (self-branding of influencers, cultural sensitivities), strategies (creativity and innovation, networking online) and the outcomes were categorized as including (emotional strength and balance, self-awareness promotion, development and resilience).
 
Conclusion: Female influencers, considering the role of guardianship and influencing with the aim of awareness, encourage certain behaviors that lead to greater acceptance of entrepreneurship. Therefore, one of the most important factors for the development of entrepreneurship is the presence of influencers and social networks. In fact, using social media is one of the most popular online activities. As shown in the paradigm model of the role of social media influencer women in the promotion and development of entrepreneurship, one of the necessities of entrepreneurship development is the use of social media platforms. This theory describes the mechanisms through which the platform of virtual space and social media can be used the utmost for development and promotion of entrepreneurship. According to the components so obtained, marketing managers can take full advantage of this model to develop entrepreneurship based on female influencers in their social networks.