Social Media Influencers and Igbo Entrepreneurship: Narratives of Hustle, Resilience, and Digital Survival
Conference: The 23rd Annual International Conference of the Igbo Studies Association (ISA) (2026)
Presenter(s): Ozioma Iwuh
This paper examines how young Igbo social media influencers reinterpret the indigenous philosophy that the race for survival is unending. This ethos emphasizes resilience, adaptability, and communal support within the digital economy. Across Instagram, Facebook, TikTok, and YouTube, influencers deploy comedic skits, “hustle” narratives, motivational messaging, and curated displays of …