The determinants of Tunisian influencer-mompreneurs’ success: an exploratory study of a new form of female web entrepreneurship on Instagram

Purpose This paper is designed with the aim to enlarge our understanding of a new form of women’s entrepreneurship in an emerging market, which is Tunisia. By exploring the role of nowadays’ “influencer-mompreneurs” on Instagram, our research provides a springboard to holistically investigate an up-to-date facet of female entrepreneurship in the digital era and to identify the determinants of its success. Design/methodology/approach This study took place in Tunisia and examined a sample of 20 female followers of three successful influencer-mompreneurs. A qualitative exploratory study was conducted through semistructured interviews. To analyze the collected data, the authors used thematic analysis, through which the determinants of influencer-mompreneurs’ success on Instagram bearing on Tunisian followers’ perspectives and previous literature were identified. Findings The results suggest that the key determinants of influencer-mompreneurs’ success from their followers’ perspectives depend on their personal traits and their shared content. This is consistent with previous theories and models. In particular, source credibility theory and Ducoffe’s model of advertisement value, which to our knowledge, has not yet been wholly served with regard to influencer marketing research. Paradoxically, the findings reveal that “sharenting” details of their private lives as well as those of their children is also a determinant of influencer-mompreneurs’ success. Originality/value Research into influencer-mompreneurs’ success with presence of their children on Instagram can help to provide valuable insights because existing literature into the subject is ambiguous and requires further research to clarify this research gap. Furthermore, by broadening the view of a new form of women entrepreneurship in relation to mother-influencer marketing, this study will inspire future research to dig deeper into creative women owned businesses and to support such emerging economies in the African context.