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

Alysha Hachey et al.

International Small Business Journal2026https://doi.org/10.1177/02662426251406208article
AJG 3ABDC A
Weight
0.50

Abstract

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.

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https://doi.org/https://doi.org/10.1177/02662426251406208

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@article{alysha2026,
  title        = {{@Influenceridentity: Examining influencer-entrepreneurs’ identity (Re)construction in times of social controversy}},
  author       = {Alysha Hachey et al.},
  journal      = {International Small Business Journal},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/02662426251406208},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.