Honeycomb model to explain the role of social media in identifying entrepreneurial opportunities: The mediating effect of social capital

Document Type : Research/Original/Regular

Authors

1 Assistant Professor, Faculty of Humanities, Hazrat-e Masoumeh University, Qom, Iran

2 Professor, Farabi Campus University of Tehran, Qom, Iran

3 MSc, Faculty of Humanities, Hazrat-e Masoumeh University, Qom, Iran

Abstract

The domain of opportunity is the heart of the field of entrepreneurship and recognizing the opportunity is one of the first vital steps to enter the business space. Understanding the role of different levels of social media as a technological empowerment tool based on the honeycomb model is of particular importance in recognizing entrepreneurial opportunities, and social capital doubles this importance by improving people's ability to recognize opportunities. Therefore, the purpose of this research is to fill the gap related to the role of social media on the recognition of entrepreneurial opportunity through the mediation of social capital. This research is applied in terms of purpose and descriptive-correlation in terms of method. The data of this research was collected from a sample of 295 female students of management and business majors of the state universities of Qom province, who were selected by stratified random method, and tested by structural equation modeling method with PLS software. The Mediator relationships of the model were examined by the Sobel method. The main tool used in this research to data collection is questionnaire.The findings of the research showed that the levels of Instagram social media based on the honeycomb model (identity, conversation, sharing, presence, reputation, relationships and groups) have a positive and significant effect on the recognition of entrepreneurial opportunities. In addition, the mentioned levels through the mediating variable of social capital indirectly have a positive and significant effect on the recognition of entrepreneurial opportunities.

Keywords

Main Subjects

Social Capital Management

Articles in Press, Accepted Manuscript
Available Online from 07 June 2023

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