Zahra Nikpour, Habib Mohammad Por, Hamid Janani, Jafar Barghi Moghadam,
Volume 14, Issue 27 (8-2024)
Abstract
The purpose of the research was the effect of moral values on social entrepreneurship, the mediating role of psychological capital and charitable marketing. The research method was quantitative and structural equation modeling. The statistical population of the current research was the customers of sports clubs in West Azerbaijan Province. The sample size was estimated to be 360 people using Morgan's sampling table, the available sampling method was used. The research tools were questionnaires, social entrepreneurship, moral values, psychological capital and charitable marketing. The face and content validity of the questionnaires were confirmed by expert professors. SPSS and PLS software were used for data analysis. The results showed that moral values have a significant effect on charitable marketing, psychological capital and social entrepreneurship. Charitable marketing has a significant effect on social entrepreneurship. Psychological capital has a significant effect on social entrepreneurship. Also, moral values have a significant effect on social entrepreneurship through charitable marketing, and moral values have a significant effect on social entrepreneurship through psychological capital. One of the very important factors that improve social entrepreneurship in sports clubs is the creation of special working groups to establish effective communication between benefactors in order to use common potentials.
