Entrepreneurial Marketing and Start-up Performance : The Mediating Role of Hope and Resilience

This research examines the role of positive emotions in translating entrepreneurial marketing into start-up performance. While previous studies have explored the relationships between entrepreneurial marketing and performance (Bachmann et al., 2021), entrepreneurial marketing and aggregate emotional responses (Cavanaugh et al., 2011; Woodman et al., 2009), and the impact of these emotional responses on performance outcomes (Alqatani et al., 2023), there have not yet been investigations on specific positive emotions, namely that of hope and resilience, and their role in translating entrepreneurial marketing into performance. Hence, this research expands our understanding of how the hope and resilience of the start-up founder may influence start-up performance. This thesis employs a systematic literature review (SLR), two experiments, a survey, and a post-hoc fuzzy set qualitative comparative analysis (fsQCA) to achieve the research aim of investigating the types of founders and the configurations of conditions leading to start-up performance.
The SLR is conducted to identify the gaps in the relevant literature and potential future directions for investigations to enhance the literature on the mediating role of emotions in the relationships between entrepreneurial marketing and start-up performance. The experiment demonstrates the causal effect of hope and resilience on start-up performance by capitalising on and bridging one of the research questions. This study also employs a survey to develop and test the nomological network of the constructs of entrepreneurial marketing, hope, resilience, and performance in the context of Australian start-ups. In addition, given that recovery and adaptation to contextual conditions are crucial for any start-up, this thesis explores the moderating effect of technological turbulence on the association between entrepreneurial marketing and resilience and how strategic agility moderates the impact of entrepreneurial marketing on hope in recovery from adverse situations. The study further employs an fsQCA to identify the different positive emotions of founders that affect start-up performance. The research sheds light on critical positive emotional factors that enhance start-up performance, such as hope and resilience.
This research has three underpinning theories: the appraisal theory (Roseman & Smith, 2001), the broaden-and-build theory of positive emotions (Fredrickson, 2004), and the contingency theory (Whalen et al., 2016). The appraisal theory posits that emotions are elicited by individuals’ evaluations (appraisals) of events or situations, which determine their emotional responses based on perceived significance and relevance to personal goals. This theory emphasises that different appraisals of entrepreneurial marketing can lead to varied emotional responses, such as hope and resilience in start-up founders, even in similar circumstances. This research also develops literature on the broaden-and-build theory of positive emotions (Fredrickson, 2004), which asserts that positive emotions (e.g., hope and resilience) broaden the thought-action repertoires of individuals (e.g., start-up founders) and enhance their creativity and openness to new experiences in their start-ups. Over time, these broadened mindsets help build lasting personal resources, such as marketing skills and social connections, which contribute to overall success and performance. This research also develops literature on the contingency theory (Whalen et al., 2016) by incorporating strategic agility and technological turbulence as moderators.
The findings of this research are significant to start-up founders and policymakers. Theoretically, the SLR highlights several gaps that indicate avenues for future researchers. The experimental study posits hope and resilience are two missing causal mechanisms in start-up performance. The survey further highlights the reliability and validity of the nomological network of constructs employed in the conceptual model. Understanding the relationship between entrepreneurial marketing, hope and resilience, strategic agility, and technological turbulence can be leveraged to develop effective strategies that enhance start-up performance. Consequently, this research contributes to the marketing and entrepreneurship literature by providing valuable knowledge to start-up founders to improve performance.

This work © 2025, Mohammad Rahmati.