This qualitative study, using a netnographic approach, examines the communication strategies of Iranian entrepreneurs on the social network Instagram. The present study is based on the conceptual frameworks of entrepreneurial communication, symbolic interaction, and sociology of communication, and attempts to show how Iranian entrepreneurs use the possibilities of digital media to represent identity, generate social capital, and shape alternative social discourses.

The qualitative analysis of the study reveals six key communication strategies: personal narrative, social interaction and empathy, purposeful self-disclosure, entrepreneurial identity construction, critical reflection on social structures, and value-based activism in resource-constrained conditions.

The findings show that entrepreneurship in Iran is not simply an economic activity, but rather a cultural, identity-based activism intertwined with social structures. By presenting a theoretical model based on the cultural and social context of Iran, this study highlights the emotional, symbolic, and structural dimensions of entrepreneurial communication. Finally, this study provides new horizons for researchers, policymakers, and practitioners interested in studying the growing role of communications in entrepreneurial ecosystems in emerging economies.