AUTHENTIC LEADERSHIP FOR SOCIAL CAPITAL DEVELOPMENT AMONG RURAL ENTERPRISE MANAGERS IN THE FACE OF DIGITAL ERA CHALLENGES

Abstract

Technological disruption presents challenges and the potential erosion of social capital, reshaping the landscape of village-level economic empowerment. In this context, authentic leadership plays a pivotal role. Leadership that enables rural enterprises to recognize their potential and establish strong, productive groups is essential. This study investigates the role of authentic leadership in managing community social capital through rural enterprises. Authentic leadership reflects followers’ legitimate belief in a leader’s sincerity, guided by moral judgment, integrity, and consistency. Using a mixed-methods approach, this research highlights the urgency of strengthening village-based economic empowerment models in the digital era. Findings are beneficial not only for rural enterprises but also for policymakers and practitioners in advancing sustainable rural development.