Micro-entrepreneurs in the creative industry: how resilience overcomes the impacts of the pandemic

Purpose – This study aims to understand the resilience process through the initiatives of micro-entrepreneurs at a creative fair to deal with an external shock context. Theoretical framework – The study is based on the resilience lens and seeks to add new reflections on this lens in the context of social commerce. Design/methodology/approach – A case study was conducted on the changes brought about by COVID-19 in the creative industry. Interviews were carried out with micro-entrepreneurs in Crato, in the state of Ceará, Brazil. In addition, regional decrees were collected to analyze how micro-entrepreneurs reacted to the implementation of measures against the spread of COVID-19. Findings – It was possible to create a framework that reflects how micro-entrepreneurs saw the trade fair before the pandemic and their resilient and adaptable attitudes to overcome external shocks and sell their products through social commerce on the Internet. Practical & social implications of research – This study develops new reflections on resilience and the role of social commerce, in addition to filling gaps in the understanding of micro-entrepreneurs’ resilience. In addition, this study can help micro-entrepreneurs understand how social commerce can help develop their businesses. Originality/value – This article managed to fill some gaps about the resilience of micro-entrepreneurs in the creative industry. It also showed that social media were used to overcome the external shocks caused by COVID-19. However, the physical space is still important for this type of market, even during a pandemic.