Analysing Social Media Marketing Variables as Predictors of Entrepreneurship Development among Small and Medium Scale Enterprises in Ekiti State, Nigeria

F Sadamoro and O. C Sadamoro
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F Sadamoro: Department of Business Administration, Ekiti State University, Ado-Ekiti Nigeria
O. C Sadamoro: Department of Business Administration and Management, Federal Polytechnic, Ado-Ekiti Nigeria

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 3229-3238

Abstract: This study examined the effect of social media marketing on entrepreneurship development among SMEs in Ekiti State, Nigeria. Specifically, the study examined the effects of email marketing on entrepreneurship development among small and medium scale enterprises in Ekiti State; examine the effect of blog marketing on entrepreneurship development among small and medium scale enterprises in Ekiti State and determine the effect of social network marketing contribute to entrepreneurship development among small and medium scale enterprises in Ekiti State. To support the study uses and gratification theory, social information processing theory and technology acceptance model were all reviewed. The study adopts descriptive survey design. The design has an advantage of producing good amounts of responses from a wide range of people. The population of this study will cover all the 482 small and medium scale enterprises in Ekiti State. Out of which 219 SMEs were selected randomly. To achieve the postulated hypotheses, simple linear regression was used. The study revealed that email marketing, blog marketing and social network marketing have positive and significant effects on entrepreneurship development among small and medium scale enterprises in Ekiti State. Thus, it was recommended that managers and owners of SMEs should understand and anticipate changes in the technological environment and utilize technologies that serve human needs.

Date: 2025
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