Empowering Women and Minority Direct Sellers Through Integrated Digital Marketing Strategies: An Intersectionality Perspective

Chung, Te-Lin (Doreen); Kim, Kyuree; Lee, Angie; Hurst, Jessica; Niehm, Linda; Fiore, Ann Marie; Rajagopal, Malvika; Tang, Liang

JOURNAL OF BUSINESS DIVERSITY

Empowering Women and Minority Direct Sellers Through Integrated Digital Marketing Strategies: An Intersectionality Perspective

Author(s): Te-Lin (Doreen) Chung, Kyuree Kim, Angie Lee, Jessica Hurst, Linda Niehm, Ann Marie Fiore, Malvika Rajagopal, Liang Tang

Citation: Te-Lin (Doreen) Chung, Kyuree Kim, Angie Lee, Jessica Hurst, Linda Niehm, Ann Marie Fiore, Malvika Rajagopal, Liang Tang, (2020) "Empowering Women and Minority Direct Sellers Through Integrated Digital Marketing Strategies: An Intersectionality Perspective," Journal of Business Diversity, Vol. 20, Iss. 4, pp. 94-112

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Direct selling is a highly viable path to business ownership and provides career opportunities for those who may have more difficulties finding employment due to their gender, ethnicity, and other identities (e.g., immigration status). This study examined how digital marketing empowers under-represented direct sellers from an intersectionality theoretical perspective. To address this goal, cluster analysis was performed to categorize direct selling companies by their digital marketing efforts. The two types of digital marketing direct selling companies were identified, digital novices and digital integrators. The salesforce profiles and diversity in these two company types were discussed.