Social Media and Work Family Interface of Mumpreneurs in Eldoret City, Kenya: A Sociological Perspective

Abstract

Social Media has made it possible for entrepreneurs to connect and interact based on similar interests, and this encourages the establishment of partnerships, which promotes innovations. Continued use of social media has also shown improved performance by various businesses. The expansion and development of the internet have made it simpler for moms to become entrepreneurs than ever before. It gives them access to multiple networks and sales channels without requiring them to leave their homes. The study used Henry Tajfel's Social Identity Theory, which provides insights into how the identities of mumpreneurs shape their entrepreneurial journeys, influencing their motivations, challenges, and support systems. A purposive sampling method was employed to identify a sample of twenty respondents, who were interviewed between April and May 2024. Data analysis was conducted using NVivo software and organised into themes. The findings indicated that social media has benefited mumpreneurs by offering them income and flexibility of work in terms of time and space, thereby enhancing their mental well-being and facilitating family obligations. However, this advantage has also acted as a double-edged sword as social media has disrupted family dynamics, leading mumpreneurs to seek strategies to balance their professional and familial responsibilities. The study identified several strategies employed by these entrepreneurs, including networking with peers, seeking help with household tasks, and massaging their spouses' egos. Recommendations for the study include encouraging mumpreneurs to connect with other women in business, seek guidance from consultants, prioritise family time whenever possible and advocating for government initiatives to provide affordable and accessible internet to support their enterprises.