THE MULTI-FACETED IDENTITY OF FEMALE ENTREPRENEURS IN THE MOROCCAN DIRECT SELLING BUSINESS

This study explores how the identities of female independent direct sellers (IDS) influence brand performance in Morocco’s direct selling industry and highlights the entrepreneurial opportunities offered by this sector. Direct selling has become a vital pathway for women in Morocco to achieve economic empowerment and entrepreneurial growth. Through in-depth, semi-structured interviews with 21 direct sellers in the Moroccan context, this research explores how various facets of IDS identity (personal, social, professional, entrepreneurial and self-projection) contribute to brand performance. The findings reveal that IDS are integral in co-creating the brand’s identity, and that their personal and professional identities significantly affect brand success. However, challenges such as limited educational backgrounds and inconsistent representation can hinder effective brand communication and trust-building with customers. Despite these challenges, IDS have developed critical entrepreneurial skills, including interpersonal communication, negotiation and self-confidence, which are essential for their success. The study also highlights that although IDS have made strides in personal development, their entrepreneurial vision and long-term self-projection remain underdeveloped. This research underscores the importance of aligning IDS identities with brand strategies and provides actionable insights for brand managers to enhance brand performance through targeted support and identity-driven training for female IDS.