Digital images as entrepreneurial opportunities: Insights from social media influencers
Nicola Breugst, TUM
Nicola Breugst, TUM
Social media has given rise to a new type of entrepreneurs who build businesses around themselves and their private lives. By making large parts of their lives public through social media accounts (e.g., Instagram, YouTube, blogs), influencer entrepreneurs create an engaged follower community, which they monetize by promoting products in their social media posts. Drawing on rich longitudinal data of six influencer entrepreneurs, this study develops a dynamic model showing how influencer entrepreneurs build digital images of themselves as entrepreneurial opportunities. Because of the personal nature of their opportunity, influencer entrepreneurs in our study do not only co-construct these digital images with stakeholders from the professional domain, but also with family and friends. Our study reveals three different strategies that help influencer entrepreneurs to develop their opportunities in the intersection of their private and business lives while coping with arising challenges. We discuss implications of our study for the literatures on entrepreneurial opportunities, the intersection between entrepreneurs’ business and private lives, and professional image.
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Nicola Breugst is a professor of entrepreneurial behavior at TUM School of Management, Technical University of Munich, Germany. She is fascinated by the people side of entrepreneurship and focuses on entrepreneurial thinking, affect, and motivation, typically within the context of founding teams. Her work has appeared in leading international journals, such as Journal of Business Venturing, Entrepreneurship Theory and Practice, and Journal of Organizational Behavior.
Food Provided ((((Refreshments will be provided from 12pm-12:30pm prior to the workshop in the 4th floor faculty lounge area. )) ))
Cass Business School, 106 Bunhill Row
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