EPISTEMOLOGICAL FOUNDATIONS OF ENTREPRENEURSHIP: THE ROLE OF RADIO BROADCAST IN SHAPING ENTREPRENEURIAL PERCEPTION AND MARKET TRUST

This study ascertained epistemological foundations of entrepreneurship: the role of radio broadcast in shaping entrepreneurial perception and market trust. The uses and gratifications theory was anchored as a theoretical framework. This study adopted a qualitative research methodology, using email interviews as the primary method of data collection. The population comprised small and medium-scale entrepreneurs in South-South Nigeria which stood at 25,920 according to the 2025 registered businesses (enterprises) in Nigeria, A purposive sampling technique was used to ensure that only participants with relevant experience and exposure to entrepreneurial radio content were selected. A sample size of 20 participants was deemed sufficient and data were collected through semi-structured email interviews, particularly, those who regularly listen to entrepreneurial radio programmes on local FM stations. The responses were analysed using thematic analysis, following Braun and Clarke’s (2006) six-phase framework, enabling the identification of patterns and meanings related to how radio shapes entrepreneurial perception and market trust. The finding revealed that radio broadcasts have significantly influenced entrepreneurial perception by broadening entrepreneurs' understanding of business strategies, enhancing their approach to growth, marketing and networking. Exposure to success stories and expert advice fosters a positive outlook on overcoming risks and challenges, while offering valuable knowledge that reshapes their mind-set. The study concluded that radio broadcasts play a vital role in shaping entrepreneurial perception by offering entrepreneurs access to knowledge and success stories that broaden their understanding of business strategies and risk management, ultimately fostering a positive mind-set towards entrepreneurship. The study recommended that radio stations should collaborate with industry experts and business organisations, such as the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN), to create more sector-specific content that addresses the unique challenges faced by entrepreneurs, providing them with targeted business knowledge and strategies.