Institutional entrepreneuring in social media: women influencers and instagram

Valéria Silva Mortari () and Felipe Almeida ()
Additional contact information
Valéria Silva Mortari: State University of Mato Grosso Do Sul, Mato Grosso Do Sul
Felipe Almeida: Federal University of Paraná

Evolutionary and Institutional Economics Review, 2025, vol. 22, issue 1, No 4, 63-81

Abstract: 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.

Keywords: Institutional entrepreneuring; Institutional theory; Decision making; Social media; Identity (search for similar items in EconPapers)
JEL-codes: B52 D91 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s40844-025-00304-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eaiere:v:22:y:2025:i:1:d:10.1007_s40844-025-00304-7

Ordering information: This journal article can be ordered from
https://www.springer ... theory/journal/40844

DOI: 10.1007/s40844-025-00304-7

Access Statistics for this article

Evolutionary and Institutional Economics Review is currently edited by Kiichiro Yagi, Yuji Aruka and Takahiro Fujimoto

More articles in Evolutionary and Institutional Economics Review from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().