The Effect of Social Capital on Social Entrepreneurship: The Mediating Role of Psychological Capital and Cause-Related Marketing

Document Type : Original Article

Authors

1 Ph.D. Student in Sport Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

2 Assistant Professor, Department of Physical Education, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

Abstract

Purpose: Today, entrepreneurial activities have emerged as a key driver of innovation, job creation, and economic growth worldwide. From the perspective of many entrepreneurship practitioners, businesses in the sports industry inherently have social responsibilities. In fact, social responsibility is an integral part of sports businesses that significantly impacts the quality of life for employees, stakeholders, and local residents. Therefore, this study aimed to investigate how social capital influences social entrepreneurship, with a focus on the mediating roles of psychological capital and cause-related marketing.
Methods: The research was practical in nature and conducted using Structural Equation Modeling (SEM) as a quantitative approach. The study population included all customers of sports clubs in West Azerbaijan province, with a sample size of 360 individuals determined using Morgan's sample size table. Five questionnaires were used to collect data on personal information, social entrepreneurship, social capital, psychological capital, and cause-related marketing. The face and content validity of the questionnaires were confirmed by experts, and reliability was assessed using Cronbach's alpha coefficient. Data analysis was conducted using SPSS and Smart PLS software.
Results: The results indicated that cause-related marketing has a positive and significant impact on social entrepreneurship. Social capital positively influences cause-related marketing, psychological capital, and social entrepreneurship. Additionally, psychological capital has a positive and significant effect on social entrepreneurship. It was found that social capital weakly influences social entrepreneurship through cause-related marketing, and also positively impacts social entrepreneurship through psychological capital.
Conclusion: Based on these findings, it is recommended to implement training programs for employees, utilize successful models and benchmarks, provide positive feedback, and offer family support to enhance psychological capital.
 

Keywords

References

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History

  • Receive Date: 07 April 2021
  • Revise Date: 01 August 2021
  • Accept Date: 03 January 2022

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