Entrepreneurial Identity and Personal Branding: Psychological Perspectives from Instagram Use

In the digital economy, entrepreneurs increasingly rely on social media platforms such as Instagram to establish, communicate, and sustain their personal brands. This study explores how Instagram use shapes entrepreneurial identity through psychological mechanisms of self-presentation, social comparison, and audience engagement. By examining the intersection between identity construction and branding strategies, the paper highlights how entrepreneurs curate authenticity, manage impressions, and leverage visual storytelling to strengthen professional credibility. It also considers the psychological challenges entrepreneurs face, including identity tension, pressure for visibility, and emotional labor in sustaining an online persona. The findings contribute to a deeper understanding of Instagram’s role not only as a marketing tool but also as a psychological space where entrepreneurial identity is negotiated and reinforced. This perspective enriches both entrepreneurial and branding literature by positioning Instagram as a medium that blends business strategy with identity expression.