12 March 2026
The authors conduct a netnography of 35 YouTube videos (or vlogs) featuring a ‘day in the life’ of the young professional accountant.
The impressions created in these videos are interpreted by drawing on a dramaturgical theoretical framework.
The findings indicate a new phenomenon whereby some Generation Z accountants deploy social media platforms to actively construct and manage their self-image. We witness them using their professional credentials as accountants to perform the role of a social media influencer, providing their audience with an entertaining lifestyle video that often features product endorsement.
The main contribution of this paper, therefore, is to suggest the emergence of the Accountant-Influencer, a young accountant who uses their professional status to provide them with a voice within the sphere of social media. A further contribution of the paper is that it reflects on the implications of this emergent image for the accounting profession.