Examining identity centrality in social media entrepreneurship

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Purpose Based on the theory of identity, this paper aims to examine the centrality role of entrepreneurs’ identity in the prevalence of the entrepreneurial process in online platforms. Identity is a kind of internal energy that stimulates the neurons of entrepreneurs. Thus, leveraging identity effectively in the digital business cycle is a global challenge of paramount importance. Design/methodology/approach This study uses a quantitative approach, specifically the covariance-based structural equation modeling method, to examine data collected from a sample of 153 entrepreneurs operating on social media platforms. Findings The findings highlight the positive impact of social media on entrepreneurs’ identities, revealing three distinct identity types: digital identity, social identity and entrepreneurial identity. However, only entrepreneurial and social identities emerge as significant factors in sustaining the entrepreneurial process. Entrepreneurs operating on online platforms strive for recognition as entrepreneurs while also cultivating trust-based relationships with social media users. This recognition and trust contribute to the overall success of their entrepreneurial endeavors. Research limitations/implications Identity centrality in the entrepreneurial process presents itself as a highly sophisticated tool to help young entrepreneurs on social media platforms to identify, construct and even harmonize the different identities they may adopt to adapt to the challenges and opportunities of entrepreneurship. In fact, social media provide several opportunities that foster entrepreneurial aspirations and provide a fertile ground for shaping entrepreneurs’ identities, ensuring the success of their entrepreneurial ventures. The emerging generation of entrepreneurs should prioritize cultivating their entrepreneurial and social identities while maintaining an acute awareness of the importance of having a coherent and relevant online presence. Originality/value The results of this study significantly elucidate the mechanisms governing identity formation and its dynamics’ influence on the development of entrepreneurship on social media.