Degenerative ‘Affordance’ of Social Media in Family Business

This paper introduces the concept of degenerative affordances to explain how social media can unintentionally destabilise family-run influencer businesses. While affordance theory typically highlights the enabling features of technology, the researchers shift the focus to its unintended, risk-laden consequences, particularly within family enterprises where professional and personal identities are deeply entangled. Drawing on platform capitalism, family business research, and intersectional feminist critiques, the researchers develop a theoretical model to examine how social media affordances contribute to role confusion, privacy breaches, and trust erosion. Using a mixed-methods design, the researchers combine narrative interviews (n = 20) with partial least squares structural equation modelling (PLS-SEM) on survey data (n = 320) from family-based influencers. This study’s findings reveal a high explanatory power (R2 = 0.934) for how digital platforms mediate entrepreneurial legitimacy through interpersonal trust and role dynamics. Notably, trust emerges as a key mediating mechanism linking social media engagement to perceptions of business legitimacy. This paper advances three core contributions: (1) introducing degenerative affordance as a novel extension of affordance theory; (2) unpacking how digitally mediated role confusion and privacy breaches function as internal threats to legitimacy in family businesses; and (3) problematising the epistemic assumptions embedded in entrepreneurial legitimacy itself. This study’s results call for a rethinking of how digital platforms, family roles, and entrepreneurial identities co-constitute each other under the pressures of visibility, intimacy, and algorithmic governance. The paper concludes with implications for influencer labour regulation, platform accountability, and the ethics of digital family entrepreneurship.