Skip to Main content Skip to Navigation
Conference papers

The Influence of Social Media on Entrepreneur Motivation and Marketing Strategies in a Developing Country

Abstract : Entrepreneurs are increasingly using social media in running their businesses. This phenomenon is remarkable especially in developing countries where entrepreneurs now exploit business opportunities by using cheaper platforms. Prior studies claim that social media plays a crucial role in establishing a business and ensuring its survival through effective marketing. However, from the context of developing countries, limited research has sought to understand the role of social media in motivating entrepreneurs to start and market their businesses. This current study seeks to investigate this issue through a field study comprising interviews with Nigerian entrepreneurs. The research explores how social media shapes Nigerian entrepreneurs’ motivation to start a business and how they market their businesses via social media. It was found that most of the entrepreneurs interviewed were opportunity-driven rather than necessitydriven due to opportunities afforded by SM. Furthermore, entrepreneurs devised several social media marketing approaches across different platforms to reach their audiences.
Complete list of metadata

Cited literature [26 references]  Display  Hide  Download
Contributor : Hal Ifip Connect in order to contact the contributor
Submitted on : Thursday, August 29, 2019 - 3:39:44 PM
Last modification on : Tuesday, December 10, 2019 - 1:44:03 PM


Files produced by the author(s)


Distributed under a Creative Commons Attribution 4.0 International License



Abdus-Samad Temitope Olanrewaju, Naomi Whiteside, Mohammad Alamgir Hossain, Paul Mercieca. The Influence of Social Media on Entrepreneur Motivation and Marketing Strategies in a Developing Country. 17th Conference on e-Business, e-Services and e-Society (I3E), Oct 2018, Kuwait City, Kuwait. pp.355-364, ⟨10.1007/978-3-030-02131-3_32⟩. ⟨hal-02274185⟩



Record views


Files downloads