This study aims to demonstrate the positive relationships between mindfulness, perceived social support, and social entrepreneurship intention (SEI) using the theory of planned behaviour (TPB). Research Design & Methods:This study surveyed 525 students who have been taking social entrepreneurship courses of non-profit organizations in Vietnam. Data was collected through a pre-designed questionnaire at Google Form from August to October 2020 and analysed by structural equation modelling to verify the research model and hypotheses. Findings: The research confirmed the positive relationships between mindfulness, perceived social support, and social entrepreneurial intention (SEI). Among them, the role of mindfulness is the most important, because its impact on SEI is the strongest. This study has also shown that the components of the theory of planned behaviour have an intermediary role to strengthen the relationships in the research model. Implications & Recommendations:This study confirms the need to include mindfulness courses when training future social entrepreneurs to help them for acquiring the right attitudes and forming social entrepreneurial intentions. Contribution & Value Added: This study found that practicing mindfulness drastically changes entrepreneurs' attitudes towards social entrepreneurship. In contrast, perceived social support makes these entrepreneurs display a higher level of self-efficacy in forming social entrepreneurial intentions. Article type:research article

Since 2017, social entrepreneurial intention is a rapidly growing field of research. The research to explain the formation of intent to establish social enterprises be approached from many aspects, as well as based on different theoretical backgrounds. However, a large part of this study lacked systematization and classifications, and there seems to be a tendency to start anew with every study. Therefore, there should be an overview of current knowledge in this field. In this sense, this article does a literature review of social entrepreneurial intention. A total of 51/138 articles related to social entrepreneurship intentions searched from the Scopus database, published between 2006 and 2020, were analyzed. The purpose and contribution of this paper are to provide a clearer picture of the research approaches in social startup intent research. Several research gaps are identified in each of these approaches, with implications for researchers interested in filling these theoretical gaps.

This paper aims to apply Social Cognitive Career Theory (SCCT) to investigate social entrepreneurial intention factors. In particular, the impacts of social entrepreneurship education and prior experience with social organizations on social entrepreneurial intention through the mediating roles of social entrepreneurial self-efficacy and social entrepreneurial outcome expectations are scrutinized. Based on a dataset of 503 individuals who have completed social-entrepreneurship orientation courses, the analysis results reveal that the other direct hypotheses are supported except for the insignificant direct effect of social entrepreneurship education on social entrepreneurial outcome expectations. Thus, the applicability of SCCT in the context of social entrepreneurship is confirmed. In addition, the sequential mediating roles of social entrepreneurial self-efficacy and social entrepreneurial outcome expectations are also supported by this study. These two mediators fully and complementarity play a factor in the respective effects of social entrepreneurship education and prior experience on social entrepreneurial intention. Policymakers and educators can rely on the findings of this study to design curricula that aim to enhance the social education and experience of learners to stimulate social entrepreneurial intention.

Today, using celebrity endorsement is the main advertising trend on social networks. However, choosing which celebrity to fit the brand is still a difficult issue for businesses. The purpose of this research is to solve this issue by surveying 472 social media customers in Vietnam from June 2017 to November 2017 for the congruence of celebrity-brand pairs and their impact on brand equity. Data were analyzed through the Structural Equation Modeling (SEM) process. The results have shown a positive relationship between the sub-components of Celebrity Endorsement (such as Attractiveness, Trustworthiness, and Expertise) and Brand Equity, in which the impact of Expertise is strongest. Another interesting finding was that Expertise has a key factor in helping customers trust the recommendations that celebrities want to convey to them. Besides, this study proved that Celebrity-Brand fit plays an important mediator role in this such relationship. This is an important guide to help businesses improve the effectiveness of their brands advertising campaigns.

This study aims to investigate the impact of risk-taking propensity on social entrepreneurial intention by extending the model of Mair and Noboa (2006), and examine the mediating effects of perceived feasibility and perceived desirability. The results obtained from a survey of 795 final semester students. Four-steps suggested by Baron and Kenny (1986) was followed to test the mediation effects of perceived desirability and perceived feasibility in the relationship between risk-taking propensity and social entrepreneurial intention. There is no direct relationship between risk-taking propensity and entrepreneurial intention. The results showed that the perceived feasibility fully mediated the effects of risk-taking propensity to social entrepreneurial intention. These results are expected to trigger a change in education about social entrepreneurship by developing programs for individuals who have different perceived risks. In addition, knowledge and skills to reduce the perceived risk of individuals also needs to be more concerned.