Extant studies of consumer resistance explicitly or implicitly assume that a subcultural milieu is necessary for the construction and enactment of resistant identity work. Through the qualitative analysis of the ERKR incident over social media in 2021, this study argues that ambiguity in terms of ideologies and mythic structures allows multiple resistant identity work to be constructed spontaneously and interactively from collective storytelling on social media. Ambiguity in ideologies is implicated as an effective narrative technique for mobilization of resistant consumption on social media.