@Influenceridentity: Examining influencer-entrepreneurs’ identity (Re)construction in times of social controversy

This article examines the processes of (re)construction and repositioning of influencer-entrepreneur identities during times of social controversies. As digital entrepreneurs, their market performance is closely linked to their online identities, making them particularly susceptible to identity tensions when societal expectations and platform dynamics evolve. Drawing on a longitudinal study combining five years of netnography along with in-depth interviews, our findings highlight key strategies used by influencer-entrepreneurs to address these challenges, including implicit and explicit identity negotiation, image management and repositioning efforts in their evolving identity construction. We demonstrate how influencer-entrepreneurs adapt their digital identities in response to changing audiences/follower expectations, reputational risks and evolving market conditions. We contribute to the literature on digital entrepreneurship and entrepreneurial identity work by shedding light on the complexities and tensions of identity work in digital spaces.