Business reputation of social entrepreneurs as a factor of regional actors' trust

Building mutually beneficial cooperation between regional economic entities is largely determined by the level of trust in the system of relationships. The problem of insufficient importance of factorial trust management is reflected in the absence of reputation management at enterprises of the non-profit sector. Within the framework of this article, the authors analyze the role of the business reputation of social entrepreneurs as a factor in the development of trusting relationships with regional actors. The scientific novelty of the research consists in identifying the approaches to the definition of social entrepreneurship, as well as drawing up a comprehensive scheme reflecting the role of business reputation in managing the value of an organization as a factor of stakeholders' trust. These provisions contribute to the expansion of the theoretical framework for the introduction of reputation management in the activities of social entrepreneurs, which stimulates the growth of the effectiveness of the relationship of these organizations with regional actors. The results of the study may be useful to the heads of non-profit organizations and social entrepreneurs, students and postgraduates interested in the development of economic communications.

social entrepreneurship, business reputation, reputation management, social capital theory, trust marketing, regional actors