Instagram as a Platform for Entrepreneurial Identity Performance and Market Survival

Instagram has evolved into a dynamic digital ecosystem where entrepreneurs construct, negotiate, and project their professional identities while simultaneously pursuing market survival. This study examines how entrepreneurs strategically use Instagram’s visual and interactive features to perform entrepreneurial identity and sustain competitive advantage in highly volatile markets. Drawing on contemporary theories of digital self-presentation and entrepreneurial branding, the paper explores how curated content, storytelling, and audience engagement practices contribute to credibility, trust, and customer loyalty. The analysis highlights the dual role of Instagram as both a performative space where identity is continuously shaped through images, captions, and interactions, and a commercial tool that enables market visibility, customer acquisition, and resilience during economic uncertainty. Furthermore, the study identifies key practices such as authenticity signaling, narrative consistency, and adaptive content strategies as critical drivers of long-term survival. The findings suggest that successful entrepreneurs do not merely promote products but craft relatable identities that align personal values with brand messaging. This research contributes to the growing discourse on digital entrepreneurship by demonstrating that identity performance on Instagram is not superficial but central to sustaining relevance and competitiveness in contemporary markets.