IDEAS home Printed from https://ideas.repec.org/a/spr/eaiere/v22y2025i1d10.1007_s40844-025-00304-7.html
   My bibliography  Save this article

Institutional entrepreneuring in social media: women influencers and instagram

Author

Listed:
  • Valéria Silva Mortari

    (State University of Mato Grosso Do Sul, Mato Grosso Do Sul)

  • Felipe Almeida

    (Federal University of Paraná)

Abstract

This study examines how influencers perform institutional entrepreneuring through social media. The study relies on the original institutional economics approach in order to explore the emulation of social identities expressed by the top ten profiles of women influencers on Instagram in 2019. 2946 posts from June to December 2019, are analyzed in this study. We classify these posts as selfies, beauty, lifestyle, culture, travel, social or environmental movements, donations, and product placement associated with technology. We address influencers as exhibitors of social identities and we analyze how their social media activity culminates in emulation as assets of institutional entrepreneuring. We were able to identify the main emulation items exposed by the influencers. The achieved results help us understand the social values expressed by influencers acting as institutional entrepreneurs in this age of social media.

Suggested Citation

  • Valéria Silva Mortari & Felipe Almeida, 2025. "Institutional entrepreneuring in social media: women influencers and instagram," Evolutionary and Institutional Economics Review, Springer, vol. 22(1), pages 63-81, April.
    • Handle: RePEc:spr:eaiere:v:22:y:2025:i:1:d:10.1007_s40844-025-00304-7
    DOI: 10.1007/s40844-025-00304-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40844-025-00304-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40844-025-00304-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Institutional entrepreneuring; Institutional theory; Decision making; Social media; Identity;
    All these keywords.

    JEL classification:

    • B52 - Schools of Economic Thought and Methodology - - Current Heterodox Approaches - - - Historical; Institutional; Evolutionary; Modern Monetary Theory;
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:eaiere:v:22:y:2025:i:1:d:10.1007_s40844-025-00304-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.