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Social media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.

A structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (N = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.

The findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.

The findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.

The present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.

The main purpose of this paper is to establish whether trust plays a significant mediating role in the relationship between access to microcredit and survival of young women microenterprises in under-developed financial markets in sub-Saharan Africa. The main focus of this paper is to specifically test whether relational social capital built by young women from homogeneous and heterogeneous groups can be more effective in promoting economic exchange in under-developed financial markets since interpersonal trust has recently been found to harbor group collusion, especially among kins. Overall, the paper distinguishes trust among individuals based on their age, gender and ethnic diversity.

This study used structural equation model to test whether trust significantly mediates the relationship between access to microcredit and survival of young women microenterprises using Analysis of Moments Structures (AMOS) based on recommendations by Hair et al. (2022) and Baron and Kenny (1986).

The findings from this study revealed that trust significantly and positively mediate the relationship between access to microcredit and survival of young women microenterprises in under-developed financial markets in sub-Saharan Africa. Trust developed from relational social capital among young women from homogeneous and heterogeneous groups create a stronger basis for economic exchange in under-developed financial markets.

While this study generates a positive evidence on the impact of access to microcredit on survival of young women microenterprises, the results cannot be over emphasized and generalized because the data were collected from only a single developing country. Future research may extend the current study to include other developing countries to make a more justified comprehensive analysis.

The findings from this study highlights the importance of using a blend of social policy guided by norms combined with formal regulations as an informal contract enforcement mechanism to achieve efficient economic exchange in under-developed financial markets. Relational social capital formed on the basis of informal norms among groups from diverse population can supplement formal laws to enforce contractual obligations in microcredit access, especially among youthful microentrepreneurs, who seems to have stronger relational behaviors than adults. Financial institutions such as banks should use informal contract enforcement system to increase the scope of financial inclusion of young microentrepreneurs, especially in unbanked rural communities in sub-Saharan Africa, Uganda inclusive where formal laws are weak and sometimes not functional. The findings also show that younger people have a stronger relationship behavior than adults. Therefore, policy should create structures that can promote social activities among youth. Governments in sub-Saharan Africa, Uganda inclusive through their respective Ministry of Gender, Labour and Youth Affairs should create youth clubs that can increase interaction and relational social capital among the younger population to derive economic empowerment. sub-Saharan African governments, Uganda inclusive should rely more on social policy based on relational social capital as a missing link to promote and achieve economic development.

This paper provides an evidence on the unique role of age, gender and ethnicity in information sharing and exchange based on social policy in the financial market to limit group collusion. The authors indicate that diversity in relational social capital among young women microentrepreneurs prohibit strategic defaults, which promotes access to microcredit for survival of women micro small and medium enterprises (MSMEs) through socialization. High level of interaction among younger women microentrepreneurs from homogeneous and heterogeneous groups allow them to close the information gap to timely meet borrowing contractual obligations to derive economic benefits. The paper shows that younger women have more trust than older women while searching for economic value through socialization. In fact, social policy can wholly supplement formal policy to promote growth and survival of young women microenterprises, especially in sub-Saharan Africa, Uganda inclusive.

Social entrepreneurship is an area that has been extensively researched from a variety of angles and across a broad range of academic disciplines. Parallel to this, practitioners have applied social entrepreneurship ideas to a variety of industries and at varying degrees of complexity. The purpose of this study is to understand how the social capital of an entrepreneur drives the growth of social enterprises by contributing to the social entrepreneur skills. A systematic assessment of available literature was carried out based on searches of major academic databases (Web of Science, EBSCO and CAPES Portal de Periódicos), with an initial list of 3,106 publications being narrowed down to 472 articles that were subjected to content analysis after being narrowed down. Further, a theoretical proposal and research propositions were developed, highlighting the relationship between social capital and the activities of social entrepreneurs, as well as their relationships with the collective actors and institutions that make up social entrepreneurship in its totality. The conclusion of the chapter is that the interface between social entrepreneurship and social capital is a latent field for research. Further contributions of the chapter are a theoretical model to help researchers consolidate their efforts by identifying three key themes identified by intensive literature: creation of social capital by the social entrepreneur, relationships between institutions and the formation of groups and social capital as a formation of groups. In these words, a future agenda for discussing these topics is outlined for discussion.

The present study investigates the role of social capital in promoting sustainable livelihood amongst indigenous women in India. The study further analyses the mediation effect of women entrepreneurship between social capital and livelihood promotion.

Structure equation modeling has been used to empirically examine the effect of social capital in promoting sustainable livelihood. The study has collected 612 samples from indigenous women entrepreneurs across Sundargarh and Koraput districts in Odisha.

The result highlighted the extensiveness of indigenous women entrepreneurs, who utilized their social capital to improve enterprise performance and livelihood conditions. It is witnessed that social capital has a direct and positive effect on uplifting the living standards of indigenous women. Furthermore, women entrepreneurship mediates the relationship between social capital and livelihood promotion of indigenous women.

The decision-makers, policy practitioners and government agencies must encourage more women's self-help groups to participate in entrepreneurial activities by utilizing social capital through government welfare programs.

The present study adds value to the existing literature on social capital, women entrepreneurship and sustainable livelihood by measuring the importance of social capital in achieving sustainable livelihood. This study will add knowledge to the existing theories and literature of social capital on its use and importance towards the benefit of society.