Adapt to the Feed: The Impact of Dynamic Managerial Capabilities and Their Antecedents on Social Media Influencers’ Business Model Innovation

This study empirically investigates dynamic managerial capabilities (DMC) in the context of social media influencers (SMIs) operating in digital ecosystems and examines individual-level strategic orientations as antecedents of these capabilities. Survey data from 335 UK-based SMIs collected in February and March 2025 were analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that all three DMC dimensions (human capital, social capital, and managerial cognition) contribute to business model innovation and performance, with managerial cognition emerging as the most critical driver. Market, technology, and entrepreneurial orientations emerged as antecedents of DMCs. In contrast, relative creative orientation (opposed to business orientation) shows a negative effect on DMC development. The study extends DMC theory to solo entrepreneurs in creative industries and provides guidance for creative entrepreneurs seeking to sustain innovation and performance in platform-driven markets.