Business event innovativeness and social capital enhancing competitive advantage

Abstract

The purpose of this study is to empirically examine the influence of social capital on competitive advantage through event innovativeness in business event study. This study uses a quantitative analysis of a questionnaire taken by 471 event participants. The results indicate that event innovativeness partially mediate the relationship between social capital and competitive advantage. In practical implication social capital can be interpreted as sharing a vision and having trust within and between organisations can lead to the innovativeness. The rapid development of technology can lead to event innovation adoption, for example by using QR codes, social media, hashtag activism and infographics can enhance competitive advantage, in terms of price and promotion, team support, and creativity.