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    Item type:Publication,
    Entrepreneurial Orientation in Social Entrepreneurship: A Systematic Literature Review and Research Agenda
    (MDPI, 2025)
    Castillo Villar, Fernando Rey  
    ;
    Cavazos-Arroyo, Judith
    ;
    Castillo-Villar, Krystel K.
    This study aims to conduct a systematic literature review on entrepreneurial orientation (EO) in social entrepreneurship to clarify theoretical boundaries, integrate diverse findings, and identify research gaps. The “Theory–Context–Characteristics–Methodology” (TCCM) framework is adopted to analyze 81 articles on EO in social entrepreneurship. The review reveals that the field remains fragmented due to diverse theoretical and empirical contributions. The study highlights the need for future research to adapt theoretical perspectives to understand EO’s unique and hybrid aspects in social entrepreneurship, expand empirical research into under-represented geographical areas, conduct more longitudinal and qualitative studies to track changes in EO over time, and explore new variables that can further our understanding of EO in social entrepreneurship. The novelty of this study lies in the application of the TCCM framework to systematically analyze the literature on EO in social entrepreneurship. This framework facilitates the organization and evaluation of theoretical underpinnings, methodologies, contexts, and variables to identify relevant research gaps and future directions on the topic. ©The authors ©MDPI.
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    Efectos de la autoidentificación feminista en la estrategia de femvertising en México
    (Facultad de Comunicaciones UC, 2024)
    Martínez-Aguirre, Atziri
    ;
    Cavazos-Arroyo, Judith
    ;
    Carrillo-Durán, María Victoria
    ;
    Castillo Villar, Fernando Rey  
    In recent years, advertising that communicates women ́s empowerment and aims to eliminate gender stereotypes (femvertising) has become more important for several companies to target and appeal to female audiences. This purpose of study is twofold: first, to analyze the impact of feminist self-identification on the trust and congruence of the femvertising brand. Second, to examine the impact of trust and congruence in femvertising on attitudes toward femvertising and its subsequent impact on brand purchase intent. A quantitative, explanatory, cross-sectional study was conducted among 401 female Millenial consumers of a bottled water brand that engages in femvertising as part of its promotional communication. Structural equation analysis results show that feminist self-identification negatively affects brand trust and perceived congruence of femvertising advertising. However, brand trust and perceived congruence have a positive impact on attitudes towards femvertising, which in turn has a positive impact on purchase intention. More research still needed in the field of femvertising to develop more effective communication strategies for this target group
    Scopus© Citations 1  40  1