Rural entrepreneurship: leveraging social media for circular economies and green activism
基于动态能力视角，研究农村创业者使用社交媒体如何促进循环经济实践和绿色行动，发现绿色知识获取起中介作用，政治技能调节社交媒体对绿色知识获取的影响。
Abstract This study builds on the dynamic capability view to propose that rural entrepreneurs’ social media use is positively related to circular economy practices and green activism. Drawing on time-lagged data from 307 rural entrepreneurs, the results reveal significant positive associations, with green knowledge acquisition mediating these relationships. Furthermore, entrepreneurs’ political skill moderates the effect of social media use on green knowledge acquisition, strengthening its role in enabling sustainable outcomes. These findings highlight the potential of social media to drive environmentally responsible practices and advocacy in rural communities. By enabling rural entrepreneurs to adopt circular economy practices and engage in green activism, social media fosters environmental conservation and empowers individuals’ participation in sustainability efforts. This study contributes to research on rural entrepreneurship, social media use, and sustainability by identifying key mechanisms and boundary conditions, while offering practical implications for supporting environmentally responsible innovation in resource-constrained rural economies.