Social Capital, Entrepreneurship Marketing and Mediated Role of Shared Knowledge

Document Type : Research/Original/Regular

Authors

1 Assistant Professor, Faculty of Economic, Management and Social Science, Shiraz University, Shiraz, Iran

2 M.Sc. of Entrepreneurship, University of Kashan, Kashan, Iran

Abstract

Home-based businesses have a hidden and key role in the development of indigenous economies. The importance of maintaining these companies in competitive environments has made marketing a vital part of them. Therefore, the social capital of the manager / staff in these businesses can be an incentive for the proper use of entrepreneurial marketing for the development and improvement of these firms, and since the use of entrepreneurial marketing requires rich and multifaceted knowledge, knowledge sharing can be a tool for improvement. This research studies the home-based businesses in Isfahan province. For data analysis, structural equation modeling and Smart PLS 2 software have been used. The results indicate that the existence of social capital is predictive of the use of entrepreneurial marketing dimensions in these businesses. It was also found that higher levels of social capital could increase the likelihood of knowledge sharing. And finally, the promotion of knowledge sharing culture can be a stimulus to employ entrepreneurial marketing.

Keywords

Main Subjects

References

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Social Capital Management
Volume 4, Issue 4
January 2018
Pages 547-569

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