IMPACT OF SOCIAL MEDIA ON ENTREPRENEURIAL MARKETING

The use of social media for entrepreneurial marketing in developing economies has become a strategic tool for enhancing business performance, yet its effectiveness varies across contexts. In Nigeria, small and medium-scale enterprises (SMEs) increasingly rely on social media platforms such as Facebook, Instagram, WhatsApp, X (Twitter), TikTok, and LinkedIn to promote their products, engage customers, and build brand recognition; however, the impact on entrepreneurial marketing outcomes remains uneven. This study examined the influence of social media and social media marketing practices on entrepreneurial marketing among SMEs in South-East Nigeria. A descriptive survey research design was adopted, and data were collected from 400 SME owners, managers, and marketing officers using a structured questionnaire titled Social Media and Entrepreneurial Marketing Questionnaire (SMEMQ), out of which 372 were valid for analysis. The instrument yielded a reliability coefficient of 0.87. Data were analyzed using descriptive statistics and Spearman Rank Order Correlation Coefficient at a 0.05 level of significance. The findings revealed that social media usage significantly influences entrepreneurial marketing. Additionally, specific social media marketing practices such as content creation, online advertising, influencer engagement, and interactive communication were found to have a strong positive relationship with entrepreneurial marketing outcomes. The study concludes that effective and strategic use of social media is a vital driver of SME competitiveness and growth in Nigeria. It recommends that entrepreneurs invest in digital marketing skills, maintain consistent engagement, and leverage platform features to enhance marketing performance.