Abstract:
This research investigates the impact of uncertainty intolerance on the social capital behaviors of
marketing freelancers, a crucial but understudied population in the gig economy. Therefore this study
investigates the relationship between uncertainty intolerance and social capital behaviors among
marketing freelancers, utilizing Social Exchange Theory (SET), Uncertainty Reduction Theory (URT), and
Social Capital Framework (SCF) as the theoretical foundations. Data were collected from 75 freelancers
through a survey measuring uncertainty intolerance and social capital behaviors, including social
networks, social trust, shared goals, attitudes, and intentions toward knowledge sharing and were
analyzed using SPSS, with a focus on Pearson correlation to determine the strength and nature of the
relationships between variables making the study being quantitative in nature. Results indicate a
significant moderate positive correlation between uncertainty intolerance and overall social capital
behaviors, r(74) = .365, p > 0.01, with prospective anxiety showing a higher correlation (r = .439)
compared to inhibitory anxiety (r = .253). Methodological recommendations include collecting more
detailed demographic data and improving the reliability of the shared goals subscale. This study
contributes to a deeper understanding of the interplay between uncertainty and social behaviors in the
freelancing context with practical recommendations suggesting organizations provide resources for
networking and mentorship to support freelancers in managing uncertainty.
