Digital Female Entrepreneurship: Exploring the Digital Self-Presentation and Identity Management of Moroccan Women Entrepreneurs Online

Abstract

This exploratory qualitative study examines the experiences of 15 women entrepreneurs in Morocco's digital economy, investigating the barriers, enablers, and strategies that shape their entrepreneurial journeys. Through in-depth semi-structured interviews, this research explores how Moroccan women navigate cultural constraints, leverage digital technologies, and build sustainable ventures in an increasingly digitized business environment. The findings reveal that while digital technologies offer unprecedented opportunities for women's entrepreneurship by reducing traditional barriers such as mobility constraints and market access limitations, significant challenges persist including limited digital literacy, financial exclusion, and deeply embedded cultural norms. The study contributes to the growing body of literature on gendered entrepreneurship in developing economies by providing contextual insights into the Moroccan experience and proposing a framework for understanding digital entrepreneurship through a gender lens. The research has important implications for policymakers, development practitioners, and entrepreneurs seeking to foster inclusive digital economic growth in Morocco and similar contexts.

Keywords: Digital entrepreneurship, women entrepreneurs, Morocco, gender, qualitative research, developing economies.

Classification JEL : L26

Paper type: Empirical Research