துணுக்காடல் வர்த்தகத்துறையில் மலேசிய இந்தியப் பெண் வர்த்தகர்களின் ஈடுபாடு

The Involvement of Malaysian Indian Women Entrepreneurs in the TikTok Business Sector

Abstract

This study is titled The Involvement of Malaysian Indian Women Entrepreneurs in the TikTok Business Sector. It was conducted to understand the participation of Malaysian Indian women in the TikTok business sector and to identify the challenges they face in running TikTok-based businesses. The study has three objectives : to explore perceptions of the TikTok business sector, to identify the involvement of Malaysian Indian women in TikTok businesses, and to analyze the challenges faced by these women entrepreneurs in the TikTok business sector. This is a quantitative study based on Maslow’s theoretical framework. The study is divided into five sections, including the conclusion. Finally, the findings obtained are presented and summarized in chapter five as the conclusion. Overall, the findings indicate that women entrepreneurs in the TikTok sector face challenges such as difficulties in securing stable income, negative comments, online scams, and limited business management skills. Meanwhile, lack of support from family members and the community was identified as the least significant challenge faced by these women entrepreneurs.