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The quest for digital transformation has caused positive attention towards digital innovations and digital innovators. Such biased attention helps managers in acquiring and mobilizing resources for their digital innovations. However, the bias creates a culture of overlooking irresponsible innovations too. This project examines how the internal and external innovation context of digital innovation projects in the financial industry leads to (ir)responsible outcomes. Using qualitative and quantitative methods, we specifically study the roles of different internal and external elements, including social media coverage of innovations and organizational identity, in the emergence of irresponsible digital innovation, e.g., Ponzi schemes.