Awareness and Utilization of Social Media Platforms for Entrepreneurial Opportunities in Anambra State

Authors : Dr. Cornelius A. Ukwueze; Nworah, Nmasinachi Cynthia

Volume/Issue : Volume 6 - 2021, Issue 3 - March

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Social media have become an important part of today’s communication culture which impact is being felt across all facets of life. Hence, this study investigated awareness and utilization of social media platforms for entrepreneurial activities in Anambra state, Nigeria. Specifically, four variables were investigated: exposure to social media among entrepreneurs, utilisation of social media as an entrepreneurial tool, impact of use of social media in entrepreneurship, and factors that hamper use of social media for entrepreneurship growth. Situated within the context of the Uses and Gratifications theory, the study adopted the mixed method approach comprising survey and in-depth interviews. For the survey, 432 respondents were selected using the multistage sampling approach, while for the in-depth interviews, 6 respondents who must have been entrepreneurs for at least six years were purposively selected. Findings revealed that the respondents were very much exposed to social media, and that they perceived social media as having the potential to promote their entrepreneurial activities. Also, the respondents were found to have used social media platforms for entrepreneurial activities including marketing of their products, but did not use these to procure external funds for their businesses. The study concluded that social media platforms are emerging as a strong factor conditioning entrepreneurial growth in Anambra state. Among others, it was recommended that government should improve power supply and Internet access which have been identified as barriers to optimal use of social media for entrepreneurship

Keywords : Social Media, Entrepreneurship, Opportunities, Awareness and Utilization.


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