<![CDATA[This study investigates how local linguistic resources are strategically mobilized in Instagram business usernames used by entrepreneurs in West Sulawesi within a socio-onomastic framework. Based on a qualitative morphological analysis of 60 usernames from Mandar-oriented digital communities, the findings show a clear dominance of hybrid structures, accounting for 57 cases. Only three usernames represent single-structure forms, consisting of one simplex form, one compounding, and one derived form. The hybrid structures frequently combine Mandar lexical bases with Bahasa Indonesia and English commercial descriptors, creating linguistically mixed forms that reflect both cultural identity and market focus. These patterns show that username formation goes beyond simple identification, operating as a strategic branding tool through which local linguistic elements generate symbolic and commercial meaning. The dominance of hybrid structures reflects a deliberate balance between Mandar identity markers and globally recognizable commercial terms. This pattern shows hybridization as a consistent naming strategy shaped by branding goals, audience focus, and platform features such as usernames uniqueness and search visibility. Situated between commercial onomastics and digital language practice, this study contributes to discussions on minority language visibility in digital commercial spaces, showing how Mandar linguistic resources remain active and adaptable in today’s multilingual business environments. This case from Eastern Indonesia highlights how regional languages actively participate in shaping digital commercial identities.]]>
