Embracing the Digital Network: How Net-Entrepreneurs Acquire Online Social Capital?—A Mixed Empirical Study Based on SEM-PLS and fsQCA

Online social capital is a determinant of success for net-entrepreneurs. However, there has been limited research on how net-entrepreneurs acquire online social capital through social media. Therefore, this study aims to explore whether different digital behaviors of net-entrepreneurs lead to differences in acquiring online social capital. We conducted empirical tests using partial least square structural equation method and fuzzy-set qualitative comparative analysis (fsQCA) based on survey data from 306 Chinese agricultural net-entrepreneurs. The results revealed that digital business card (profile and state self-disclosure) significantly influences bridging online social capital (BRSC) and bonding online social capital (BOSC). Certain subcomponents of digital information and digital communication serve as significant predictors of online social capital. Furthermore, the acquisition of BRSC has three distinct configurational conditions, while BOSC has four. This study provides valuable insights for net-entrepreneurs on utilizing different digital behaviors to acquire online social capital effectively.