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Journals / KADEM Kadın Araştırmaları Dergisi / 2026 / Cilt: 11 Sayı: 1

The Role of Social Media on Women Entrepreneurs: A Study on Job Satisfaction and Life Satisfaction Among Boutique Pastry Chefs in Türkiye

Sosyal Medyanın Kadın Girişimciler Üzerindeki Rolü: Türkiye’deki Butik Pastacılar Üzerinde İş Tatmini ve Yaşam Doyumu Araştırması

Nurgül Boz(ALANYA ALAADDIN KEYKUBAT UNIVERSITY, FACULTY OF TOURISM)0000-0003-0779-2015
Pages
209–238
Publication Date
2025-06-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results show that social media increases work engagement and life satisfaction through effective communication with colleagues and high job satisfaction.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines the effects of social media use on job satisfaction, job commitment, satisfaction and life satisfaction of female boutique pastry chefs working from home in Türkiye.
📊
Key Findings & Data:The research was conducted with data collected from 404 women boutique bakers and analyses were conducted using confirmatory factor analysis and structural equation modelling.
💡
Conclusion & Impact:The results show that social media increases work engagement and life satisfaction through effective communication with colleagues and high job satisfaction.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Sosyal medya · İş tatmini · Yaşam doyumu

Abstract

This study examines the effects of social media use on job satisfaction, job commitment, satisfaction and life satisfaction of female boutique pastry chefs working from home in Türkiye. In today’s challenging competitive environment, innovative technologies are vital for the sustainability and competitive advantage of businesses. Social media stands out as an indispensable tool for women entrepreneurs who make boutique pastry at home to market and promote their products. The research was conducted with data collected from 404 women boutique bakers and analyses were conducted using confirmatory factor analysis and structural equation modelling. The results show that social media increases work engagement and life satisfaction through effective communication with colleagues and high job satisfaction. Balanced and effective management of social media positively influences job satisfaction and life satisfaction and stands out as an important factor in these areas. This study makes important contributions to understanding the effects of social media on work life and to provide a basis for future research.

Özet

Bu çalışma, Türkiye’deki evden çalışan kadın butik pastacıların sosyal medya kullanımının iş tatmini, işe bağlılık, memnuniyet ve yaşam doyumu üzerindeki etkilerini incelemektedir. Günümüzün zorlu rekabet koşullarında, yenilikçi teknolojiler işletmelerin sürdürülebilirliği ve rekabet avantajı sağlaması için hayati bir önem taşımaktadır. Sosyal medya, evde butik pastacılık yapan kadın girişimciler için yaptıkları ürünleri pazarlamak ve tanıtmak için vazgeçilmez bir araç olarak öne çıkmaktadır. Araştırma, 404 kadın butik pastacıdan toplanan verilerle gerçekleştirilmiş ve analizler doğrulayıcı faktör analizi ile yapısal eşitlik modellemesi kullanılarak yapılmıştır. Sonuçlar, sosyal medyanın iş arkadaşlarıyla etkili iletişimi ve yüksek iş tatmini yoluyla işe bağlılığı ve yaşam doyumunu artırdığını göstermektedir. Sosyal medyanın dengeli ve etkin yönetimi, iş tatmini ve yaşam doyumunu olumlu yönde etkileyerek, bu alanlarda önemli bir faktör olarak öne çıkmaktadır. Bu çalışma, sosyal medyanın iş yaşamı üzerindeki etkilerini anlamak ve gelecekteki araştırmalara temel oluşturmak için önemli katkılar sunmaktadır.

🔖

Cite This Article

Boz, N. (2025). The Role of Social Media on Women Entrepreneurs: A Study on Job Satisfaction and Life Satisfaction Among Boutique Pastry Chefs in Türkiye. KADEM Kadın Araştırmaları Dergisi, Cilt: 11 Sayı: 1, 209–238. https://doi.org/10.21798/kadem.2025.179

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