Vol. 2 No. 1 (2021)
Research Articles

Media entrepreneurship tendency among Asian women during COVID-19 pandemic

Syed Far Abid Hossain

Published 31-05-2021


  • Media entrepreneurship,
  • women,
  • COVID-19,
  • pandemic,
  • market turbulence,
  • entrepreneurial tendency
  • ...More

How to Cite

Hossain, S. F. A., Adadu, U. M. ., Nurunnabi, M. ., Vuong, B. N., & Mohiuddin, K. . (2021). Media entrepreneurship tendency among Asian women during COVID-19 pandemic . Nordic Journal of Media Management, 2(1). https://doi.org/10.5278/njmm.2597-0445.6089


Purpose: The paper aims to investigate the ubiquitous scenario towards media entrepreneurship tendency among Asian women during the COVID-19 epidemic. There are hidden reasons for the success of virtual selling. This study attempted to compare the entrepreneurial tendency of women based on social media in a new context, which is market turbulence.

Methodology: Due to the nature of the problem, this study utilized a mixed methodology approach. First, a secondary dataset of 265 women entrepreneurs was analyzed. Then, a telephone interview was conducted among 17 successful women entrepreneurs during the COVID-19 outbreak.

Findings/Contribution: The empirical analysis discovered the role of various factors such as anxiety, enjoyment, innovation, perceived ease of use, perceived usefulness, and skill in terms of entrepreneurial opportunity using social media as a platform. The result from the interview revealed a more nuanced understanding of the same issue during COVID-19.

Keywords: Media entrepreneurship; women; COVID-19; pandemic; market turbulence; entrepreneurial tendency