Leveraging on Social Media and Digital Marketing to Enhance Youth Entrepreneurship Success

Youth entrepreneurship has emerged as a vital component of economic development, job creation, and innovation. However, young entrepreneurs face numerous challenges, including limited access to resources, markets, and networks. The rapid growth of social media and digital marketing has transformed the business landscape, offering new opportunities for entrepreneurs to reach customers, promote their products, and build their brands. This study aims to explore the role of social media and digital marketing in supporting young entrepreneurs, identify the challenges faced by young entrepreneurs in using these tools, and provide insights on how young entrepreneurs can effectively leverage social media and digital marketing to achieve business success. A quantitative research methodology was adopted, and data was collected from 1440 registered young entrepreneurs in Tetlow Electronics shops and Plazas in Owerri, Nigeria. The results show that the majority of young entrepreneurs use social media platforms, such as Facebook, Instagram, YouTube, and WhatsApp, and digital marketing channels, such as content marketing, video marketing, email marketing, and influencer marketing, to promote their businesses and establish global contacts. The study highlights the need for training and support programs that equip young entrepreneurs with the necessary skills and knowledge to effectively leverage social media and digital marketing. The findings of this study provide valuable insights for policymakers, educators, and practitioners seeking to support the growth and development of youth entrepreneurship. By implementing the recommendations of this study, young entrepreneurs can be better equipped to leverage social media and digital marketing to achieve business success, contributing to economic growth, job creation, and innovation.