Abstract
This study explores solopreneurship, an autonomous entrepreneurial model centered on managing digital enterprises aligned with personal interests. It analyzes the transformative impact of social media, investigating strategies like task outsourcing and collaborative ventures using Software as a Service (SaaS). Emphasizing platforms such as YouTube, X, and LinkedIn, the study highlights personal branding's substantial role in audience growth. Amid broader societal shifts, globalization, and economic growth, it delves into solopreneurs' motivations and challenges, stressing social media's indispensable role in reshaping global business practices. The research also probes well-being aspects, identity management, and protective strategies in the digital era. Identifying supportive ecosystems as pivotal, it emphasizes the critical examination of megatrends for a comprehensive understanding of solopreneur dynamics in digital entrepreneurship.
Top1. Introduction
In the dynamic realm of entrepreneurship, the term “entrepreneur” is formally defined as an individual organizing, managing, and assuming business risks (Merriam-Webster, 2018). However, this definition requires nuanced consideration for a comprehensive understanding of entrepreneurship, as noted by Tobak (2015). Tobak posits that genuine entrepreneurship entails a strategic equation integrating entrepreneurship, capital, products, customers, and business establishment.
The contemporary entrepreneurial landscape experiences a paradigm shift with the emergence of solopreneurship, where individuals independently conceive, create, and manage businesses, aiming to build scalable digital enterprises. Solopreneurs contribute significantly to economic growth, diversification, and content creation, emphasizing adept use of digital marketing and personal branding on platforms such as LinkedIn, X, YouTube, and Instagram.
Table 1. Analysis of Branding of Social Media Platforms
| Social Network | Visual Identity | Brand Persona | Positioning |
| Facebook | Lowercase blue “f” in a square, blue color scheme | Connectivity, community, content sharing | User-friendly platform fostering interpersonal relationships and content dissemination |
| X | Bold 'X' design with intersecting lines. | Conveys innovation, convergence of ideas, and global interconnectedness. | The 'X' symbolizes twitter's transformative journey, signaling a commitment to adapt and evolve. Potential interpretations align with X's role as a platform for diverse ideas and connectivity. |
| LinkedIn | Custom-font “LinkedIn” with blue “in” icon, blue | Professional networking, career development, business-oriented community | Essential tool for individuals and businesses aiming to establish and expand professional networks |
| Instagram | Stylized camera icon on a gradient background | Creativity, visual expression, storytelling through images | Platform for sharing visually compelling content, fostering a community driven by artistic expression |
| YouTube | Red play button icon next to the name, red and white | Video content, creativity, entertainment | Leading platform for diverse video content, offering an immersive and engaging visual experience for online video consumption |