From fame to fortune: Influencer entrepreneurship in a digital age

Status: Current

Dates: 2021 - 2022

Māori Relevant Content: No

Project Abstract

Digital entrepreneurship is growing worldwide during the past two decades. Influencer entrepreneurship as a specific instance of digital entrepreneurship provides us the opportunity to understand the influence of digital technologies on the entrepreneurial pursuits, processes and outcomes. Currently the filed still lacks understandings of what it is and how do digital technologies transform ordinary users of digital platforms into influencer entrepreneurs. Moreover, due to the interdisciplinary nature of influencer entrepreneurship, there is no consensus on the terminology for this phenomenon. In this study, we aim to fill the gap by proposing the working definitions of influencer entrepreneurship and influencer capital, and discuss the multiple identities of influence entrepreneurs. We also specify a process model and explain the transformation of influencer entrepreneurs from ordinary social media users. The aim of this conceptual research is to initiate the discussions on the emerging phenomenon of influen

Researchers - UC Staff

Researchers - Non-UC Staff

  • Libo Liu: Collaborator; The University of Melbourne

Subject Area: Disciplines