Navigating Uncertainty: Exploring the Relationship of Uncertainty Intolerance and Social Capital Behaviors among Marketing Freelancers in Metro Manila, Philippines

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.