Emotional Intelligence and Digital Entrepreneurship: A Literature Review on Social Media Influencers

Abstract

Abstract 

Purpose: This paper investigates the interrelationship of EI and digital entrepreneurship in a cohort of social media influencers. From a positivist perspective, it examines recent research to isolate theoretical frameworks, applications and the importance of EI in brand and crisis in the digital context.

Design/methodology/approach: Through a systematic literature review, the paper models and analyses major EI models (ability, mixed, trait) and entrepreneurial frameworks (network, resource-based, effectuation). Criteria for inclusion was relatedness to influencer surroundings, scholarly quality, and recent publication. Three research questions underpin the review: what is known about EI research in influencer contexts; how it can support audience engagement; and how it applies to crisis management.

Findings: High EI influencers have the audience connectivity, authenticity, and adaptability to build brand loyalty and survive in crises. Although the significance of EI in the context of influencer-led entrepreneurship is increasingly envisaged, the empirical literature on its measurable outcomes is spotty across countries and fields.

Practical implications: Implementing EI in influencer strategies contributes to better control of one's emotions, greater confidence of the audience and increased relevance of the content demanded, especially in presence of reputational threat. This adds to the literature in the fields of academic teaching and managerial advice with regard to influencer marketing and digital branding.

Originality/value: This study is one of the few conceptual synthesis in the literature exploring the relationship between EI and digital entrepreneurship in influencer settings, and serves as a foundation for further investigation and practical strategies within emotionally active online environments.

Keywords: Emotional Intelligence, Digital Entrepreneurship, Social Media Influencers, Crisis Management, Branding, Empathy.