Constructing Career Values in Influencer Culture: A Qualitative Case Study of Wang Buran

Becoming an influencer is increasingly seen as a possible career choice, especially among young people. Yet what is most visible on social media is often fame, income, and popularity, while the work, responsibility, and uncertainty behind such success receive less attention. This study explores how career values are shaped within influencer culture by taking Chinese content creator Wang Buran as a qualitative case. Drawing on publicly available short videos, livestream materials, interviews, and media reports published between 2022 and 2026, the analysis focuses on three main dimensions of career value construction. One dimension concerns professional competence, which can be seen in Wang Buran's filming skills and the distinctive content style he has developed over time. Another is social responsibility, as his long-term involvement in public welfare shows how professional success can also be connected with wider social concerns. His career experience further presents success as something gradually built through persistence, setbacks, and continuous self-improvement, rather than achieved at a single moment. However, his experience also indicates that individual effort does not occur independently of the wider platform environment, where unequal opportunities and conditions continue to exist. From this case, influencer success can therefore be understood as more than simply becoming famous; it also involves professional ability, a sense of responsibility, and sustained effort over time.