A Psychological Motivation Behind Entrepreneurial Branding and Instagram Engagement

Entrepreneurial branding on Instagram has emerged as a strategic practice through which entrepreneurs construct, communicate, and reinforce their professional identities while engaging directly with audiences. This study examines the psychological motivations that drive entrepreneurs to invest in personal branding activities on Instagram and the mechanisms through which these motivations shape user engagement. Drawing on theories of self-presentation, intrinsic and extrinsic motivation, and social identity, the paper explores how needs for autonomy, competence, recognition, and social belonging influence branding behaviors such as content curation, storytelling, authenticity signaling, and interaction patterns. The analysis further considers how psychological drivers affect engagement outcomes, including likes, comments, shares, and follower loyalty, by shaping perceived credibility and emotional connection. By synthesizing insights from entrepreneurship research, psychology, and digital marketing, the study provides a conceptual understanding of why entrepreneurs engage intensively with Instagram branding and how psychological motivations translate into sustained audience engagement. The findings offer implications for entrepreneurs seeking to align branding strategies with authentic psychological drivers, as well as for scholars examining the human factors underlying digital entrepreneurial activity.