NANO-RELATIONSHIPS AND SOCIAL CAPITAL AS SOURCES OF COMPETITIVE ADVANTAGE: A BIBLIOMETRIC PERSPECTIVE

Abstract

This paper assesses the intersection of nano-relationships and social capital as emerging sources of competitive advantage in business. Drawing on a bibliometric analysis of 350 peer-reviewed articles (both old and new), the study maps citation trajectories, and author impact to reveal how micro-level customer interactions activate macro-level relational assets. Findings confirm that social capital exerts a direct positive effect on competitive advantage; nano-relationships significantly enhance customer loyalty and engagement. The interaction between these constructs demonstrates a synergistic effect, amplifying organizational value when personalized digital ties reinforce trust and reciprocity. It highlights definitional ambiguities in social capital theory, the scalability challenges of intimacy, and the mediating role of technology.  Through synthesis, the paper proposes a framework that integrates relational quality with strategic positioning, offering both theoretical advancement and practical guidance for firms navigating hyper-competitive markets.