The influencer-entrepreneurship journey: A model of staged progression

Abstract

With the ever-increasing digitalization of society, a growing number of people are inspired to start up their own digital ventures. Within this context, a specific aspect of content entrepreneurship stands out—social media influencers. These influencers attract brands due to their attentional capital and persuasive power. Currently, the development of such influence is not instantaneous but a progressive journey, with influencers exhibiting varying degrees of influence at different stages. For brands aiming to foster effective collaborations, understanding these stages is crucial. However, existing literature lacks a comprehensive theoretical structure that encompasses the full spectrum of the influencer's journey. As such, drawing from the entrepreneurship literature, this paper proposes a model that delineates how social media users develop and enhance their brand as influencer-entrepreneurs and how their roles transform across the various stages of entrepreneurial progression and facilitate strategic marketing engagement. The proposed model comprises five stages: influence potential, influence formulation, influence competence, influence monetization, and influence reward. In light of the collaborative dynamics between influencers and brands, the model further provides strategic guidance for brand managers and marketers on engaging with influencers at various stages of their journey.