18402: Narrative Distinctiveness in Digital Entrepreneurship: Can More be Better? (session 26075)

Sunday, July 27, 2025

17:15 - 18:45 CEST (GMT+2)

Location: Bella Center: Hall A- A1-m1

Session Type: Paper Session
Orientation: International,Research,Diversity
Shareable link: https://cdmcd.co/nR6xgR

Author(s)

XL

Xiaotong Liu

School of Business, Qingdao U., China
YL

Yuanqing Li

Montclair State University, United States
CZ

CHENFANG ZHAO

Southwestern U. of Finance and Economics, China
WZ

Wenyao (Will) Zhao

University of Waterloo, Canada
XF

Xinrui Fang

Qingdao University
SW

Sibin Wu

U. of Texas Rio Grande Valley, United States

This study explores the role of narrative distinctiveness in digital entrepreneurship. By applying optimal distinctiveness theory and language expectancy theory, we propose a U-shaped relationship between narrative distinctiveness and performance, contrasting with the traditionally assumed inverted U-shaped relationship. Analyzing the narrative distinctiveness across 1,427 accounts on one of the largest Chinese short video platforms, we find that while moderate distinctiveness may have been ideal for traditional entrepreneurship, digital entrepreneurship with extreme narrative distinctiveness tends to have better performance. Our research contributes to the understanding of how narrative distinctiveness can enhance performance in digital entrepreneurship, emphasizing the need for entrepreneurs to adapt their strategies to the ever-evolving audience expectations.

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