Sexual Wellness Industry in Developing Country: An Examination of Personal Brands Founded by Female Entrepreneurs - A Pursuit of Financial Gain or a Feminist Movement Towards Sexual Liberation?

Lu, Yuedan (2024) Sexual Wellness Industry in Developing Country: An Examination of Personal Brands Founded by Female Entrepreneurs - A Pursuit of Financial Gain or a Feminist Movement Towards Sexual Liberation? Masters thesis, Dublin, National College of Ireland.

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Abstract

This study investigated the financial motivations of female entrepreneurs in developing countries who chose to start businesses in the sexual wellness industry. Through quantitative research methods, we will explore the relationship between the economic results of entrepreneurship and the feminist movement and its impact on female entrepreneurs. The results showed that financial gains were the main driving force for these women entrepreneurs to start businesses, allowing them to gain a higher status in society and family. Personal branding became a key factor, enhancing consumers' trust and loyalty to the brand, thereby ensuring the success of entrepreneurship. Through their entrepreneurial behavior in the sexual wellness industry, female entrepreneurs have promoted the acceptance of sexual wellness topics in developing countries and promoted the progress of the sexual liberation movement. Although female entrepreneurs have made great progress in the sexual wellness industry, they still face obstacles such as difficult market access, high social prejudice, and social restrictions based on traditional culture. The study recommends that industry stakeholders and policymakers need to provide more resources and support to female entrepreneurs to help them overcome these challenges. Future research should focus on the long-term impact of female entrepreneurship in this field, cross-cultural comparisons, and the effectiveness of supportive policies. This study highlights the vital role of female entrepreneurs in promoting sexual wellness awareness, promoting gender equality, and achieving economic independence, providing valuable insights for further academic exploration and practical interventions.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Cheevers, Tara UNSPECIFIED
Subjects:	D History General and Old World > D History (General) > D880 Developing Countries H Social Sciences > HB Economic Theory > Entrepreneurship H Social Sciences > HQ The family. Marriage. Woman > Sexual life H Social Sciences > HD Industries. Land use. Labor > Issues of Labour and Work > Classes of Labour > Women and Work
Divisions:	School of Business > Master of Science in Entrepreneurship
Depositing User:	Ciara O'Brien
Date Deposited:	01 Aug 2025 09:21
Last Modified:	01 Aug 2025 09:21
URI:	https://norma.ncirl.ie/id/eprint/8400

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