EFFECT OF SOCIAL ENTREPRENEURSHIP ON THE BUSINESS SUSTAINABILITY OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN SOUTH EAST NIGERIA

This study examined the effect of social entrepreneurship on the business sustainability of Micro, Small, and Medium Enterprises (MSMEs) in South East Nigeria. The specific objectives were to determine the effect of social mission on consumer satisfaction, innovation on profitability and stakeholder engagement on energy consumption practices. In line with these objectives, three research questions were formulated, and three hypotheses were developed and tested. The literature was reviewed under three major headings: conceptual review, theoretical framework, and empirical review. The study was anchored on the Triple Bottom Line (TBL) Theory A survey research design was adopted. The population comprised MSME stakeholders in South East Nigeria, and a sample size of 384 respondents was selected using stratified random sampling. Data were collected through structured questionnaires and analyzed using linear regression via SPSS version 23.The findings revealed that social mission had a significant effect on consumer satisfaction (β = 0.597, t = 14.579, p = 0.000); innovation significantly influenced profitability (β = 0.573, t = 13.701, p = 0.000) and stakeholder engagement had a significant effect on energy consumption practices (β = 0.486, t = 10.859, p = 0.000). The study concluded that social entrepreneurship plays a critical role in enhancing the sustainability and performance of MSMEs in South East Nigeria. It recommended that MSMEs integrate social missions into their business models, embrace innovation, strengthen stakeholder engagement, adopt market-driven strategies, and remain adaptable to evolving environmental and societal changes. By doing so, MSMEs can contribute meaningfully to regional development while achieving long-term sustainability and competitiveness.